Waitrose partners with Diageo to offer over 70 low and alcohol-free products.
- New dedicated areas will be available in 253 UK stores.
- 60% more space allocated due to significant sales growth.
- Seven in ten UK adults want easier access to low and no-alcohol beverages.
- Government supports initiatives for low and no-alcohol drink options.
Waitrose, in collaboration with Diageo, introduces over 70 low and alcohol-free beverages across 253 stores in the UK. The new dedicated sections will host an assortment of beers, ciders, wines, and spirits. This strategic move comes as the demand for these products has seen a remarkable increase, with sales rising by 20% over the past year at Waitrose.
To accommodate this growth, Waitrose is allocating 60% more shelf space to low and no-alcohol products, a decision backed by research from Diageo. Their study indicates that a significant 70% of UK adults wish for easier access to such beverages, with 40% actively seeking to moderate their alcohol intake.
Pierpaolo Petrassi, Waitrose’s master of wine and head of beers, wines, and spirits, emphasises the growing popularity of low and alcohol-free drinks. “It’s now the norm for customers to buy both,” he states, predicting a record-breaking year for sales, particularly during the festive season. The increase in demand is not solely attributed to moderation trends but also the introduction of high-quality options like Guinness 0.0 and Tanqueray 0.0.
Neil O’Brien MP, the Minister for Primary Care and Public Health, expresses governmental support for such initiatives, highlighting the importance of providing alternatives for those looking to reduce alcohol consumption. “The government wants to create a supportive environment,” he mentions, acknowledging the positive impact of this increased availability and improved in-store signposting.
With the addition of 10 new low and alcohol-free products already this year, Waitrose plans to expand its offerings further by Christmas, reflecting its commitment to catering to evolving consumer preferences.
Waitrose’s initiative aligns with consumer trends and government support, indicating a promising future for low and alcohol-free beverages.
