Tesco has revealed that it has seen record demand for no and low alcohol drinks in 2024, with sales rising throughout the year rather than just for the traditional Christmas and Dry January occasions.
The most notable peak came during the summer’s Euro 2024 football tournament – a sporting event not noted for producing a high demand for no and low alcohol drinks. During the month-long competition, Tesco saw demand for no and low beer soar even higher than for Dry January.
On the back of the surging interest in the category, Tesco is anticipating its biggest-ever Christmas demand, especially with newer products that have recently been added to the market.
Drinks experts at the supermarket have given their tips on what they believe will be the big sellers across the festive season.
- No and Low Beer has been the biggest winner this year with shoppers now so confident in the quality of the products available that they are buying in multi-pack sizes rather than single bottles or cans. That’s the equivalent in litres of a 20% rise on the previous year.
- This year, the supermarket included a no/low brew – Lucky Saint’s Alcohol Free Beer – with its Finest Club Card Meal Deal offering for the first time, which became popular with its customers.
- This year, Tesco is predicting demand in the four-week run-up to Christmas to grow by 15% on the same period last year with Heineken, Peroni, Lucky Saint and Athletic among the most popular brands.
- No and low spirits also had an exceptional year, with demand at Tesco jumping 20% on 2023. As a result, the supermarket has increased its range by 30%.
- Predicted best sellers for Christmas, based on early demand, are Captain Morgan Alcohol Free Rum 70cl; Whitley Neill Rhubarb and Ginger 0% gin; and its own label Pink Gin and Lemonade 0.5% 4-pack.
- No and low wine saw growth of more than 10%, with demand for Kylie Minogue’s Sparkling 0% Rose already up nearly 70% on 2023 sales.
- Tesco’s tips for best-selling no and low wine this Christmas are a new Kylie Minogue 0% Sparkling Blanc and a Noughty Sparkling Chardonnay.
“What was incredible about this year in terms of no and low drinks is that we saw a huge demand during the Euro 2024 football tournament in the summer – traditionally a very tough time for the alcohol free category,” said Tesco’s no and low drinks buyer David Albon.
“It’s taken a while, but we’re seeing a new consumer confidence for no and low drinks in general whereby shoppers are now more trusting in the quality of the drinks they can buy and the brands available to them.”
