Waitrose has reported a noticeable ‘sober summer’ with sales of low and no drinks soaring by as much as 32% compared to last year.
The category uplift is thanks to the growing “sober curious” movement, said the grocery giant.
Sales of its low and no spirits rose by a strong 85%, while beer sales increased by 50% compared to this time last year. Wine was up 21% and cider sales topped 28%.
Best sellers included Codorniu Zero Rosé up 453%, Guinness 0.0% up 271% and Martini Non-Alcoholic Vibrante Aperitivo up 137%.
The supermarket’s own label Summer Mojito Mocktail and Summer Piña Colada Mocktail were up 103% and 74% respectively, demonstrating “customers’ love for non-alcoholic options in the summer,” it said.
To cater to this demand, Waitrose added a new Blood Orange & Pink Grapefruit Lemonade to its range this year.
The supermarket also witnessed a rise in online interest. Searches for ‘non alcoholic drinks’ on Waitrose.com rose by 185% and ‘non alcoholic lager’ by a staggering 756%.
Sarah Holland, Waitrose low and no buyer, commented: “Our low and no category is experiencing a significant surge this summer, with sales up 32%. 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.”
No comments yet