- Sales of low and no drinks at Waitrose soar, with low and no spirits and beer sales up spiking
- Sales of 0% Codorniu Rosé, Martini Aperitivo and Guinness up 453%, 137% and 271% compared to this time last year
- Ties into wider trend in ‘sober curious’ movement as customers shop for sober summer
Supermarket Waitrose on Friday (Aug 1) has reported a 32 per cent year-on-year rise in sales of low and no alcohol products, driven by the growing popularity of the “sober curious” movement and a surge in demand for sophisticated non-alcoholic alternatives.
According to the figures shared by John Lewis Partnership, sales of low and no spirits have jumped by 85 per cent, while beer sales have climbed 50 per cent compared to this time last year.
Standout performers include Codorniu Zero Rosé (up 453 per cent), Guinness 0.0% (up 271 per cent), and Martini Non-Alcoholic Aperitivo (up 137 per cent).
The retailer has also noted a spike in online interest, with searches for ‘non alcoholic drinks’ on Waitrose.com rising by 185 per cent and ‘non alcoholic lager’ by 756 per cent. Recipe searches for mocktails are up 77 per cent, reflecting a wider consumer shift toward wellness-focused drinking.
Sarah Holland, Waitrose Low and No Buyer, comments, “Our Low and No category is experiencing a significant surge this summer, with sales up 32 per cent this year.
"The ‘sober curious’ movement is growing, showing a trend towards well-being-focused drinking that doesn't compromise on flavour or social connection.
"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 meet growing demand, Waitrose has expanded its range with new lines such as the Pentire Paloma Can and Blood Orange & Pink Grapefruit Lemonade.
The trend echoes wider industry movements, with bars like Club Soda in London offering over 150 alcohol-free drinks and newcomers like Eden Lounge in Shoreditch featuring innovative mocktails on their menus.