UK | Waitrose has braced for an unprecedented surge in low-alcohol, alcohol-free, and CBD drink sales as England fans geared up for a gruelling 1 a.m. kick-off against Mexico this Monday.
With the match stretching into the early hours, supporters ditched the traditional hangover for steady focus.
Waitrose has already seen low- and no-alcohol sales climb by over 35 percent last week alone, a figure it predicts will be shattered this weekend. Online searches for alcohol-free beer have exploded by 200 percent, while mocktail recipe searches are up 19 percent.
Sales of Zero per cent 12-packs are skyrocketing too - Guinness 0.0, Corona Cero and Peroni 0.0 have already seen sales triple.
The new matchday fuel: CBD and Magnesium
It's not just non-alcoholic beer taking centre stage. Waitrose predicted a record night for functional wellness drinks as fans looked to manage the late-night tension.
Top sellers for Monday were expected to include Goodrays CBD, the CBD-infused drinks designed to help the body focus and relax, and Trip Wild Strawberry and OHMG Water, both of which contain Magnesium to help the body unwind and regulate sleep and mood.
A busy night for rapid delivery
Monday is also projected to be the supermarket's busiest ever night for on-demand grocery delivery.
During Scotland's 2:00 am clash against Haiti in June, rapid delivery orders spiked by 42 percent. England's knockout game is set to eclipse that record after Waitrose announced last week that it has extended its on-demand delivery hours in more than 50 stores for the duration of the World Cup.
While times vary by location, most participating shops will now deliver until midnight, with select stores operating 24/7 to ensure no fan is left stranded without midnight snacks or cold drinks.
"A 1 A.M. kick-off on a school night is the ultimate test of endurance for England fans. We’re seeing a massive shift in how the nation watches football; fans want the matchday buzz without the morning hangover,” said Sarah Holland, drinks buyer for Waitrose.
“Stocking up on alcohol-free beers and calming CBD drinks isn’t just a trend; it's a brilliant tactical substitution to get supporters through 90 minutes of late-night drama and straight into bed."
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