Sales of low & no drinks at Waitrose have grown by 32% – with low & no spirits and beer sales climbing 85% and 50% respectively compared to this time last year – according to new data shared by the retailer.
Notable risers include Codorniu Rosé, Martini Non-Alcoholic Vibrante Aperitivo and Guinness 0.0, value sales of which are up 453%, 137% and 271% year on year, respectively.
Meanwhile, searches of the terms ‘non-alcoholic drinks’, ‘non-alcoholic beer’, ‘non-alcoholic lager’ and ‘non-alcoholic cocktail’ were up by 186%, 115%, 756% and 128% respectively on the Waitrose website over the past year, according to the retailer.
“The ‘sober curious’ movement is growing, showing a trend towards wellbeing-focused drinking that doesn’t compromise on flavour or social connection,” said Waitrose low & no buyer Sarah Holland. “This shift is undoubtedly driven by the increasing availability of premium non-alcoholic beverages that offer the same complexity and enjoyment as their alcoholic counterparts.”
To cater for growing demand for low & no-alcohol products, Waitrose has launched new alcohol-free serves from brands including Pentire, Lucky Saint, Mother Root, Botivo and Fever-Tree in recent months.
It has also added new own-label Blood Orange & Pink Grapefruit Lemonade. It has joined Summer Mojito and Summer Piña Colada in the retailer’s mocktail offer, sales of which are up by 103% and 74% respectively.
Not all low & no products are thriving in the UK, however. Last month, The Grocer revealed sales of Diageo-backed brands Seedlip and Everleaf had fallen by 37.6% and 30.8% respectively [NIQ 52 we 19 April 2025].
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