No and low alcohol drinks are gaining momentum as more consumers look to moderate their drinking, with premium alternatives emerging as a potential opportunity for convenience retailers during the festive season.
Alcohol-free spirits sales at Tesco have risen 17 per cent year on year, while volumes of no and low alcohol beer and cider have increased by 12.5 per cent, the supermarket reported. It said shoppers were increasingly seeking premium products that deliver on flavour, quality and the overall drinking experience, rather than simply looking for lower-alcohol options.
The growth comes as moderation becomes more embedded in UK drinking habits. Research published by Drinkaware in August found that a record 91 per cent of drinkers use at least one technique to moderate their alcohol consumption, equivalent to around 42 million people. This was up from 87 per cent in 2025.
Nearly half (48 per cent) said they consumed no and low alcohol products as a way to moderate their drinking, up from 44 per cent a year earlier.
Separate YouGov research published in June found that one in three Britons (33 per cent) had reduced their alcohol intake compared with a year earlier.
The trend is also reflected in the performance of alcohol-free wine. According to research from market intelligence group IWSR, the UK no-alcohol wine market recorded compound annual volume growth of 15 per cent between 2019 and 2024. Its Opportunities in No- and Low-Alcohol Wine 2025 report found that all eight major wine markets tracked recorded volume growth in no-alcohol wine over the period.
The expanding range of alternatives is giving shoppers more choice beyond conventional alcohol-free beer. Premium products now span spirits, wines, aperitifs and adult soft drinks, offering options for consumers who want to participate in social occasions without drinking alcohol.
At Tesco, non-alcoholic ginger aperitif Mother Root has expanded from an initial launch in 160 stores to 750 nationwide. Other products highlighted by the retailer include Peroni Limone 0.0 per cent, REAL Blush Slow Fermented Sparkling Tea and Elton John Zero Blanc de Blanc.
Tesco's Christmas Report 2026 also found that 27 per cent of the nation are choosing not to drink alcohol this Christmas, pointing to a potential opportunity for retailers catering to different festive drinking preferences.
For independent convenience retailers, however, the opportunity may lie in selective ranging rather than simply adding more products.
Exclusive Asian Trader research by Zebra Stripes, based on 120 UK convenience retail decision-makers, found that 65.5 per cent considered wine extremely or very important to their business, while 24.7 per cent reported higher wine sales year on year.
Although premium wines were the leading planned area for range expansion, selected by 10.4 per cent of respondents, 79.2 per cent had no plans to expand their wine range over the following 12 months.
The findings suggest that retailers remain cautious about adding new lines, even where premiumisation offers a potential growth opportunity.