What's Happening?
Waitrose has reported a significant increase in sales of no and low-alcohol beverages during the summer of 2025, reflecting a broader 'sober curious' movement. Sales of these drinks rose by 32% compared to the previous year, with specific categories such as spirits and beer increasing by 85% and 50%, respectively. The supermarket's 0% Codorniu Rosé, Martini Aperitivo, and Guinness saw dramatic sales increases of 453%, 137%, and 271%. Waitrose's low and no buyer, Sarah Holland, attributes this trend to a growing interest in well-being-focused drinking that maintains flavor and social connection. The availability of premium non-alcoholic beverages is driving this shift, offering complexity and enjoyment similar to alcoholic options.
AD
Why It's Important?
The rise in no and low-alcohol sales at Waitrose indicates a significant shift in consumer preferences towards mindful drinking and health-conscious choices. This trend could have substantial implications for the beverage industry, prompting companies to expand their offerings of non-alcoholic products. The 'sober curious' movement reflects changing attitudes towards alcohol consumption, potentially influencing public health policies and social norms. As consumers increasingly prioritize wellness, businesses may need to adapt to meet the demand for healthier alternatives, impacting marketing strategies and product development.
What's Next?
The continued growth of the 'sober curious' movement suggests that demand for no and low-alcohol beverages will persist, encouraging retailers like Waitrose to further diversify their product lines. This trend may lead to increased competition among beverage companies to innovate and capture market share in the non-alcoholic segment. Industry stakeholders, including manufacturers and retailers, will likely monitor consumer behavior closely to capitalize on this shift. Additionally, public health advocates may support initiatives that promote mindful drinking and reduce alcohol-related harm.
