Waitrose and Diageo team up to design dedicated areas for low and no alcohol drinks in supermarkets

By Rachel Arthur

- Last updated on GMT

The new areas includes blue cues, commonly associated with the alcohol-free category. Pic: Waitrose
The new areas includes blue cues, commonly associated with the alcohol-free category. Pic: Waitrose

Related tags Waitrose Diageo alcohol-free NABLAB low alcohol

UK supermarket Waitrose is working with Diageo to introduce ‘bold, dedicated areas’ for low and no alcohol drinks in 253 shops across the UK.

Over the past year sales of low alcohol and alcohol-free drinks have grown by 20% at Waitrose, with sales of beer continuing to grow the fastest. The introduction of dedicated areas means 60% more space will be given to low and alcohol-free drinks.

Waitrose stocks a range of 70 low and alcohol-free drinks from beer and cider, to wines and spirits.

Strong demand expected at Christmas

Research commissioned by Diageo, found that seven in ten UK adults want to be able to find low alcohol and alcohol-free drinks more easily.

Waitrose told us that partnering with Diageo has helped it tap into the spirit giant’s insights in order to do this.

“The big change we have made is the increase in space given to low and alcohol-free drinks, and the new very clear signage.

“Demand for low-alcohol and alcohol-free drinks is growing at a phenomenal rate. It’s now the norm for customers to buy both.  We expect this year to be the biggest year to date for sales and are preparing for strong demand at Christmas.

“The growth is down to our customers wanting to moderate their alcohol consumption, but is also heavily driven by the creation of new, great quality new drinks such as Guinness 0.0, Tanqueray 0.0 and Gordon's Pink 0.0. We’ve added 10 new low and alcohol-free products this year and will launch more before Christmas.”

Kantar data found that 99% of UK shoppers have bought both low and alcohol-free drinks and alcohol over the past year. Further research found that nearly half of UK adults (47%) are switching between alcohol and low and alcohol-free drinks at the same occasion, and two-fifths (40%) of adults say they want to moderate their drinking.

Nuno Teles, Managing Director Diageo GB, said: “We know that UK drinkers are becoming more sophisticated and thinking more about how much they drink, the alcohol-free and low-alcohol category plays a critical role in providing quality choices for those looking to moderate, without compromising on experience.

“However, barriers still exist when it comes to finding and understanding the options available. We are proud to partner with Waitrose to make it easier for consumers to know where to find alcohol-free and low alcohol options in store.”

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