In a significant move, Tesco has incorporated a non-alcoholic beer into its “Finest Dine In for Two” range, collaborating with Lucky Saint.
- Tesco’s decision follows a notable increase in the sale of no and low alcohol beverages during Dry January 2024.
- The summer period saw further growth in demand, especially amid the European championship games.
- The partnership with Lucky Saint offers consumers a greater variety of choices.
- New seasonal dishes have also been added to Tesco’s meal offer.
Tesco has made a strategic decision to include a non-alcoholic beer in its “Finest Dine In for Two” range, marking a first for the supermarket. This collaboration with Lucky Saint comes as a response to the growing trend of alcohol-free and low-alcohol beverages among consumers. The decision is underpinned by the sustained growth in this category, particularly highlighted during Dry January 2024, when sales of such beverages surged significantly compared to the previous year. Specifically, no and low alcohol beer and cider sales increased by 15%, while spirits rose by nearly 40% and wine by 20%.
This momentum carried through into the summer, driven in part by the interest generated during midweek matches of the UEFA European Football Championship (Euros). During this period, sales of non-alcoholic alternatives reached peaks previously unseen outside of the holiday season, even surpassing the demand seen during Dry January. This demonstrates a broader consumer shift towards more health-conscious drinking options.
Luke Boase, founder of Lucky Saint, commented on this collaboration, stating, “Demand for alcohol-free beer in supermarkets continues to rise with increasing numbers of people buying alcohol-free beer when choosing what to drink, whether that’s throughout the week or at the weekend.” He expressed pride in Lucky Saint’s participation in this range, emphasizing the product as a great-tasting option for shoppers.
In addition to Lucky Saint’s alcohol-free lager, Tesco has enriched its “Finest Dine In for Two” deal with eleven new seasonal dishes for the autumn/winter period. These additions provide ample variety to the offer, which includes a main dish, side, dessert, and a drink for £12 with a Clubcard. New main course options feature enticing dishes such as Chicken & Serrano Ham with Beurre Blanc Sauce, Fish Pie, and Slow Cooked Steak Pie, among others.
This strategic enhancement of Tesco’s meal range underscores the retailer’s commitment to offering diverse and appealing options for consumers. By integrating both alcohol-free beverage options and an array of seasonal dishes, Tesco aims to meet the evolving preferences and expectations of its customer base.
Tesco’s collaboration with Lucky Saint and the addition of new seasonal dishes showcase a proactive response to consumer trends.
