Waitrose has partnered with beverage giant Diageo to introduce dedicated areas that offer the retailer’s full range of over 70 low and alcohol free drinks.
Rolling out in 253 stores across the UK, the area will feature a range of beer, cider, wines and spirits.
The move, which will see 60% more space given to low and no alcohol products, comes as sales of these types of drinks have grown by 20% over the past year at Waitrose.
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Research by Diageo found that seven in ten UK adults want to be able to find low and no-alcohol drinks more easily, with two fifths wanting to moderate their drinking.
Waitrose master of wine and head of beers, wines and spirits, Pierpaolo Petrassi, said: “Demand for low alcohol and alcohol free drinks is growing at a phenomenal rate. It’s now the norm for customers to buy both.
“We expect this year to be the biggest year to date for sales and are preparing for strong demand at Christmas.”
“The growth is down to our customers wanting to moderate their alcohol consumption, but is also heavily driven by the creaton of new, great quality drinks such as Guinness 0.0, Tanqueray 0.0 and Gordon’t Pink 0.0.”
Minister for primary care and public health, Neil O’Brien MP, said: “The government wants to create a supportive environment to help individuals who want to reduce their alcohol consumption, including through encouraging substitution of alcoholic drinks with no and low alcohol alternatives.
“We welcome this initiative to increase the availability and to improve signposting in stores.”
Petrassi added that Waitrose has added 10 new low and alcohol free products this year and will launch more before Christmas.
2 Comments. Leave new
I love the floor graphic, very unlike the usual Waitrose approach. I trust they have ordered some spares to take into account store traffic wear.
That aside, they are correctly moving into this growing market
What a Brilliant idea for Waitrose to Major on this category of Drinks.
So many people are now realising that 0% Lagers&Beers are a very safe alternative to drink, especially on a night out.
The taste is just as good as the Alcohol versions.