Tesco expects to see record demand for no and low alcohol beer, wines and spirits this Christmas. The prediction comes after the supermarket saw its strongest-ever sales during 2023, with high demand across the year.
Sales of no and low alcohol beer at Tesco this year soared by more than 20%, while sales of no/low wine rose by nearly 15%, and spirits grew by nearly 10%.
The supermarket cited newfound shopper confidence in the quality of such drinks, greater interest in health, an increase in product choice and ease of selection in stores as the main reasons for the boom in no and low alcohol.
Tesco stated that it was prepared for its strongest ever demand in December and has ordered in extra stock.
Tesco’s no and low alcohol wine buyer Joe Olding said: “Based on the huge demand throughout the year we are anticipating this festive season to not only be bigger than Dry January just gone, but to be the biggest Christmas ever for no and low drinks.
“A few years ago, no and low alcohol drinks might have been a consideration to have on hand for special occasions but, as our latest sales data, shows they’ve become mainstream and are now popular all year round.
“We’ve also made it easier than ever for customers to find no and low alcohol drinks as they all sit alongside each in the same aisle.”
Among the brands driving the no and low boom are Lucky Saint, Athletic Brewing and Guinness 0% in beer; Gordons 0% Alcohol Free Gin and the Clean Co brand in spirits; and Nozeco, Not Guilty and Kylie 0% Sparkling Rosé in wine.
NAM Implications:
- We all knew No-Low was going this way…
- …but perhaps not as much as 20%, 15% and 10%.
- Perhaps traditional BWS need a change in strategy?
