Waitrose, in partnership with Diageo, is enhancing its non-alcoholic drink offerings.
- The initiative will see dedicated sections for over 70 low and alcohol-free beverages.
- Expansion includes beer, cider, wines, and spirits across 253 UK stores.
- Growing demand for alcohol alternatives has led to a 20% sales increase at Waitrose.
- Government officials support efforts to promote healthier drinking habits.
Waitrose has partnered with Diageo to improve access to non-alcoholic beverages, introducing dedicated sections in 253 stores across the UK. This move is part of a broader strategy to cater to increasing consumer demand for low and non-alcoholic drinks, which has surged by 20% over the past year.
According to Diageo’s research, 70% of UK adults are looking for easier access to low and alcohol-free drinks, with 40% seeking to moderate their alcohol consumption. This data underscores the market potential and aligns with Waitrose’s decision to allocate 60% more space to such products in their stores.
Pierpaolo Petrassi, Waitrose’s master of wine and head of beers, wines, and spirits, emphasized the importance of this trend, noting that purchasing both alcohol and its non-alcoholic counterparts is becoming the norm. He predicts that this year will mark a record for sales in the category, with significant growth anticipated around Christmas.
The demand is driven by consumers looking to reduce alcohol intake and the availability of high-quality non-alcoholic options like Guinness 0.0 and Tanqueray 0.0, as Petrassi highlighted. The addition of 10 new products this year further strengthens Waitrose’s offering, with plans for more releases before the festive season.
Neil O’Brien MP, the Minister for primary care and public health, has expressed governmental support for initiatives that help individuals reduce alcohol consumption, highlighting the role of such retail changes in creating supportive environments.
The strategic expansion of non-alcoholic drink options at Waitrose reflects a broader societal shift towards moderate alcohol consumption and healthier lifestyles.
