Demand for low/no beverages jumps by 10 percent

Posted: 5 February 2024 | | No comments yet

According to supermarket giant Tesco, consumers have created an increased demand for no and low alcohol during Dry January.


Latest reports have revealed that, during Dry January, supermarket giant Tesco witnessed an increased for no and low alcohol products, with consumers buying 10 percent more than they did during the same month in the previous year.

Breaking down different categories of alcohol, no and low spirit sales were up by nearly 40 percent and no and low wine demand rose by 20 percent. In addition, no and low beer and cider sales were also on the up, with consumers buying 15 percent more than they did in January 2023.

But it wasn’t just January where sales for no and low beverages soared, in fact, the supermarket giant witnessed an “all time record demand” throughout 2023.

According to Tesco, the boom in No and Low drinks was “especially pronounced” during the month long Christmas period, a four week timeframe where demand spiked by nearly 15 percent.

“More and more customers want to be able to enjoy the social aspect of having a drink without the alcohol, but still want a quality wine, beer or spirit drinking experience,” said Ben Cole, Tesco Beer, Wines and Spirits Category Planning Manager.

“With the increasing quality of ‘No and Low’ alcohol products, we are seeing a significant growth in this area with this January recording our highest ever customer demand and following hard on the heels of a record-breaking Christmas,” continued Cole.

Dry January: More than just a campaign

But what no/low products were a hit with consumers? Well according to the big-four supermarket, the most popular “spirit” was no/low gin Tanqueray 0 percent, that had its demand up by nearly 200 percent. Meanwhile the volume of cans and bottles of No and Low alcohol sold at Tesco has grown by more than 15 percent versus last Dry January.

Consumers seem to be favouring No and Low craft beer types including as Lucky Saint Hazy IPA and BrewDog Hazy Jane AF. Looking at no/low wine, UK shoppers have reportedly been reaching for Kylie Minogue’s 0 percent Sparkling Rosé.

 With more consumers than ever taking part in 2024’s Dry January, Karen Tyrell, CEO of Drinkaware shared her insight on the matter, stating the growth in the category is “really exciting”.

“Our research shows UK drinkers are choosing them more and more to help moderate their drinking and stay within the low-risk drinking guidelines of 14 units a week. To understand the risks of your own drinking and receive personalised advice, take the quick and free Drinking Check on our website today,” concluded Tyrell.

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