UK | Waitrose reported a noticeable ‘sober summer’ this year, with sales of low and no-alcohol drinks soaring.
Sarah Holland, Waitrose Low and No Buyer, said that the Low and No category has experienced a significant surge this summer, with sales up 32 percent this year.
“The ‘sober curious’ movement is growing, showing a trend towards well-being-focused drinking that doesn't compromise on flavour or social connection,” said Holland.
“This shift is undoubtedly driven by the increasing availability of premium non-alcoholic beverages that offer the same complexity and enjoyment as their alcoholic counterparts. Our new, exclusive Pentire Paloma Can is a perfect example, providing a sophisticated and satisfying alternative.”
Sales of the Summer Mojito Mocktail and Summer Piña Colada Mocktail are also up 103 percent and 74 percent this year, respectively, showcasing Waitrose customers’ love for non-alcoholic options in the summer.
Furthermore, to cater to this demand, Waitrose added a new Blood Orange & Pink Grapefruit Lemonade to the range this year. Inspired by Mediterranean summers, it balances tangy sweetness with refreshing citrus notes.
The popularity of Low and No followed a wider trend with people turning to non alcoholic beverages. On TikTok, searches for mocktail recipes have surged, with ‘shirley temple mocktail’ and ‘margarita recipe mocktail’ up 241 percent and 151 percent.
In line with this trend, the bar and restaurant scene has been stepping up to meet this demand, with a growing number of bars and restaurants expanding their low and no-alcohol offerings.
Club Soda Tasting Room & Bar on Drury Lane, for example, boasts an impressive selection of over 150 alcohol-free beers, wines, spirits, and premixed cocktails; and the newly opened Eden Lounge in Shoreditch is already making waves with exciting new mocktails like the Virgin Paloma and Berry Basil Smash.
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