Waitrose has experienced a boom in low and no alcohol drink sales after seeing a rising trend in sober curiosity and this year’s Damp January.
According to the upmarket retailer, sales of low and no alcohol wine are up 41% versus the same time last year, and sales of low and no alcohol beer have increased 16%.
As more people jump on the dry January movement, searches for mocktails, such as Waitrose’s Mock Mimosa cocktail recipe, surged by 1,380% in comparison to this time last month.
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With increasing options of low and no alcohol wine, beer and spirits, customers are seemingly finding it easier than ever to embrace low-alcohol alternatives this month.
As more people explore drinking in moderation rather than total abstinence for Damp January, the trend continues to make waves across social media, with the #sobercurious hashtag amassing 353.9 million views on TikTok.
The hashtag #dampjanuary is also on the rise, sitting at 874.7 thousand views on the platform.
“Customer demand for no and low alcohol is at an all time high, so we’re really excited to be offering more options than ever, having expanded our range by almost 20% in the past year,” no and low alcohol buyer for Waitrose, Sarah Holland said.
She added: “We understand choosing something new can be quite daunting so our beer, wine and spirits specialists are on hand to offer suggestions and we have something for everyone.
“No and low alcohol options aren’t just for those who don’t drink or are taking part in Dry January, they’re also great for customers who want to moderate their alcohol intake, and for those who are taking a more damp approach to this month’s challenge,” Holland commented.
The news comes as Waitrose has seen a surge in demand for alcohol-free alternatives over the festive period, as it predicted more people will be kicking off 2023 without a hangover.
