Waitrose is enhancing its range of low and no-alcohol drinks across 253 stores, partnering with beverage leader Diageo.
- The initiative provides over 70 low and no-alcohol beers, ciders, wines, and spirits in dedicated store areas.
- Research indicates a growing desire for such options, with 70% of UK adults seeking easier access.
- Waitrose has significantly increased shelf space for these beverages by 60% amidst a substantial sales boost.
- New product launches are anticipated to meet rising demand through the year, especially during festive periods.
Waitrose, the UK retail giant, has embarked on a strategic partnership with Diageo, a leading name in the beverage industry. This move aims to enhance the availability of low and no-alcohol drinks by dedicating specific areas in 253 of its stores nationwide. These dedicated spaces will feature an impressive array of over 70 choices, including beer, cider, wine, and spirits, catering to the increasing consumer demand.
This expansion follows a noticeable trend: sales of low and no-alcohol drinks at Waitrose have surged by 20% over the past year. Research conducted by Diageo reveals that a substantial segment of the population, approximately seven out of ten UK adults, desires more accessible low and no-alcohol options. Additionally, two-fifths are actively seeking to moderate their drinking habits.
Pierpaolo Petrassi, Waitrose’s master of wine and head of beers, wines, and spirits, remarked on this growing demand, noting that customers now routinely purchase both alcohol and non-alcoholic options. He stated, “Demand for low alcohol and alcohol-free drinks is growing at a phenomenal rate. It’s now the norm for customers to buy both.”
The initiative is further supported by government perspectives on public health. Neil O’Brien, Minister for Primary Care and Public Health, highlighted the importance of creating environments that encourage the reduction of alcohol consumption. He expressed governmental approval for initiatives like Waitrose’s, which increase the availability and improve the visibility of alcohol alternatives in stores.
Looking forward, Waitrose has already introduced ten new low and no-alcohol products this year, with plans to launch additional offerings before the Christmas season. This proactive approach underscores their commitment to meeting evolving customer preferences for healthier and diverse beverage choices.
Waitrose’s strategic partnership with Diageo reflects a forward-thinking response to a noticeable shift in consumer preferences towards low and no-alcohol beverages.
