Finding alcohol free options is even easier at Waitrose

Demand for low alcohol and alcohol-free drinks is growing at such a rapid rate that  the Waitrose company is working with Diageo to introduce bold, dedicated areas in 253 of its shops across the UK to make it even easier for Waitrose shoppers to find Waitrose’s full range of over 70 low and alcohol-free drinks from beer and cider, to wines and also spirits.

Over the past year sales of low alcohol and alcohol-free drinks have grown by 20% at Waitrose, with sales of beer continuing to grow the fastest. The introduction of specialist, dedicated areas means 60% more space will be given to low and alcohol-free drinks across their shops.

Research commissioned for Diageo learned that seven in ten UK adults want to be able to find low alcohol and alcohol-free drinks more easily.

Kantar data found 99% of UK shoppers have bought both low and alcohol-free drinks and alcohol over the past year. 

Separate Kantar research found almost half of UK adults (47%) are switching between alcohol and low and alcohol-free drinks at the same occasion, and two-fifths (40%) of adults say they feel a desire and need to moderate their alcohol consumption. 

Pierpaolo Petrassi, who is the Master of Wine, and Head of Beers, Wines and Spirits at Waitrose said: “Demand for low-alcohol and alcohol-free drinks is growing at a phenomenal rate. It’s now the norm for customers to be buying both.  We expect this year to be the biggest year to date for sales and we are preparing for a strong demand at Christmastime.

“We belief this growth is due to our customers feeling a need to moderate their alcohol consumption, but is also heavily driven by the creation of new, great quality drinks like Guinness 0.0, Tanqueray 0.0 and Gordon's Pink 0.0. We’ve also added 10 new low and alcohol-free products this year and will launch more before the Christmas period.”

Nuno Teles, MD at Diageo GB, said: “We know UK drinkers are becoming more sophisticated and thinking more about how much they drink, the alcohol-free and low-alcohol categories play a critical , vital role in providing quality choices for those looking to moderate, without compromising on experience.

“However, barriers still exist when it comes to finding and understanding the options that are available. We are proud to partner with Waitrose to make it easier for consumers to know where to find alcohol-free and low alcohol options in store. 

"Diageo has a long-standing commitment to promote responsible drinking and this partnership demonstrates what is possible when brands and retailers work together to enable greater consumer choice and experience.”

Neil O'Brien MP, who is the Minister for Primary Care and Public Health welcomed the initiative saying: “The government wants to create a supportive environment to help individuals who want to reduce their alcohol consumption, including through encouraging substitution of alcoholic drinks with no and low alcohol alternatives.

“We welcome this initiative to increase the availability and to improve signposting of no and low alcohol alternatives in stores.”

 You can check out Waitrose here https://www.waitrose.com