After a record-breaking year no and low alcohol experts give their Christmas predictions
Brits’ created a record demand for no and low alcohol drinks in 2024 with sales rising through the year and not just for the traditional Christmas and Dry January occasions.
The most notable peak came during the summer’s Euro 2024 football tournament – a sporting event not noted for ever having produced a high demand for no and low alcohol drinks.
During the month-long competition Tesco saw demand for no and low beer soar even higher than for Dry January.
On the back of this surging interest Tesco is anticipating its biggest ever Christmas demand, especially with newer products that have recently been added to the market.
Now drinks experts at the supermarket have given their tips on what they believe will be the top sellers across the festive season.
No and Low Beer has been the biggest winner this year with shoppers now so confident in the quality of the products available that they are buying in multi-pack sizes rather than single bottles or cans. That’s the equivalent in litres of a 20 per cent rise on the previous year.
This year the supermarket included a no/low brew – Lucky Saint’s Alcohol Free Beer - with its Finest Club Card Meal Deal offering for the first time ever and which has become very popular with customers.
This year it is predicting demand in the four-week run up to Christmas to grow by 15 per cent on the same period last year with Heineken, Peroni, Lucky Saint and Athletic among the most popular brands.
No and Low Spirits also had an exceptional year with demand at Tesco leaping by 20 per cent on 2023. As a result the supermarket has increased its range by 30 per cent.
Predicted best sellers for Christmas, based on early demand, are Captain Morgan Alcohol Free Rum 70cl; Whitley Neill Rhubarb and Ginger 0% gin; and its own label Pink Gin and Lemonade 0.5% 4-pack.
No and Low Wine saw strong growth of more than 10 per cent with demand for Kylie Minogue’s Sparkling 0% Rose already nearly 70 per cent on 2023 sales.
Tesco’s tips for best-selling no and low wine this Christmas are a new Kylie Minogue 0% Sparkling Blanc and a Noughty Sparkling Chardonnay.
Tesco no and low drinks buyer David Albon said:
“What was incredible about this year in terms of no and low drinks is that we saw a huge demand during the Euro 2024 football tournament in the summer – traditionally a very tough time for the alcohol free category.
“It’s taken a while but we’re seeing a new consumer confidence for no and low drinks in general whereby shoppers are now more trusting in the quality of the drinks they can buy and the brands available to them.”
Drinkaware, an independent UK alcohol education charity which helps people make better choices about their drinking was happy to hear the news.
Karen Tyrell, CEO of the charity Drinkaware said:
“The growth in the sale of no and low-alcohol drinks in this past year is really positive. Our research shows UK drinkers are choosing them more and more, with around a third of people now using them to moderate their drinking.
“To understand how your own drinking might be impacting your health and get advice on how to keep within in the government’s low risk drinking guidelines, of 14 units per week, visit the Drinkaware website and take the free Drinking Check.”
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