Waitrose is predicting record-breaking sales of low & no and CBD drinks as shoppers prepare for England’s 1am kick-off against Mexico on Monday.
Alcohol-free sales have already risen by over 35% over the past week as fans prepare for England’s last-16 World Cup match in Mexico City, according to Waitrose. Searches for alcohol-free beer on Waitrose.com have rocketed by 200% over the past week, while mocktail recipe searches are up 19%. Sales of 0% 12-packs have also shot up, with sales of Guinness 0.0, Corona Cero and Peroni 0.0 trebling.
Waitrose is also predicting a busy night for on-demand delivery, after orders peaked by 42% ahead of Scotland’s 2am clash against Haiti on 14 June. The supermarket last week extended late-night delivery for the duration of the World Cup from more than 50 stores across England and Scotland. Most of these will operate on-demand deliveries until midnight, while some will operate 24/7.
Read more: Boots extends on-demand delivery to midnight for World Cup
“A 1am kick-off on a school night is the ultimate test of endurance for England fans,” said Waitrose drinks buyer Sarah Holland.
“We’re seeing a massive shift in how the nation watches football – fans want the matchday buzz without the morning hangover. Stocking up on alcohol-free beers and calming CBD drinks isn’t just a trend; it’s a brilliant tactical substitution to get supporters through 90 minutes of late-night drama and straight into bed.”
A boost for pubs
Pubs are also in line for a major boost, after PM Keir Starmer announced yesterday that they would be allowed to stay open until 5am for the England match on Sunday night/Monday morning.
“Football might be coming home but we’re making sure fans don’t have to,” Starmer said.
“Pubs staying open till the final whistle is good news for supporters and good news for the pubs and venues that bring our communities together.
“The whole country will be backing the team. Come on England!”
Kate Palmer, chief operating officer at employment law firm Peninsula, said: “The later closing time for the England match is a huge boost for the hospitality industry and is an exciting time for local businesses.
“It’s now a rush to make sure this is operationally feasible. Staffing is going to be the main issue.”
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