Waitrose is launching dedicated areas for low and alcohol-free drinks in 253 stores across the UK.
- Sales of low and no alcohol drinks at Waitrose have surged by 20% over the past year.
- Research shows that 70% of UK adults want easier access to low and no-alcohol beverages.
- The retail giant aims to fulfil growing demand by increasing space for these products by 60%.
- Waitrose plans to introduce more varieties of low and alcohol-free products before Christmas.
Waitrose has made a significant move towards accommodating the increasing consumer demand for low and alcohol-free beverages by partnering with Diageo. This initiative will roll out in 253 stores throughout the UK, offering a substantial range of beers, ciders, wines, and spirits dedicated to this growing market.
The decision to expand these sections comes as a response to a notable 20% increase in sales of low and no alcohol drinks at Waitrose over the past year. As these products gain popularity, Waitrose has taken the step to allocate 60% more space to cater to the diverse tastes and preferences of its customers.
According to research conducted by Diageo, there is a clear consumer interest, with seven in ten UK adults seeking more accessible options for low and no-alcohol beverages. Additionally, two-fifths of adults are actively looking to moderate their drinking, highlighting a shift in consumer behaviours and attitudes towards alcohol consumption.
Pierpaolo Petrassi, Waitrose’s Master of Wine and Head of Beers, Wines and Spirits, remarked on this growing trend, stating, “Demand for low alcohol and alcohol free drinks is growing at a phenomenal rate. It’s now the norm for customers to buy both.” He anticipates that this year will see unprecedented demand, particularly during the Christmas season.
The UK government is also supportive of this move, as expressed by Neil O’Brien MP, Minister for Primary Care and Public Health, who noted that creating a supportive environment for reducing alcohol consumption aligns with public health goals. He expressed approval of initiatives that improve availability and signage for low and alcohol-free options.
In anticipation of rising demand, Waitrose has already introduced 10 new products in this category and is set to launch more by the festive season. This strategic move underscores the retailer’s commitment to providing quality and choice for consumers keen on moderating their alcohol consumption.
Waitrose’s initiative represents a significant response to changing consumer preferences and public health objectives, indicating a forward-thinking strategy.
