Some England fans would not be able to watch the Euro 2020 final without beer. However, with work the next morning, they will avoid a hangover and switch to alcohol-free drinks.
In the last few days, retailers have seen a huge increase in sales of “mocktails”, wine, and cider with no or low alcohol (nolo), as hostesses prepare for Sunday’s viewing parties.
The UK is home to a growing number of nondrinkers, as well as those who prefer the tactic known as “zebra striping” of switching between alcohol and non-alcoholic beverages in order to avoid headaches the next morning.
Early adopters were not happy with substitutes for beer and wine that tasted nothing alike, but those who want to enjoy a Sunday drink without a hangover can do so. Heineken and Peroni have joined the fray. Corona, Guinness, and Corona Light have also entered. Fans of a gin-and-tonic can choose from Gordon’s or Tanqueray’s non-alcohol spirits.
Waitrose reports that its alcohol-free beer sales are up by one third this year. Demand increased during the tournament, as fans controlled their drinking midweek.
Pierpaolo Petrassi is Waitrose’s Head of Beer, Wine and Spirits.
Nolo drinks have become a big business. According to a recent report from the hospitality research organization KAM, 5.2 million adults will drink less alcohol weekly in 2023 as compared to 2021.
Although it is a small amount compared to the traditional alcohol, supermarkets sold more than £300m worth of nolo drinks last year. Lucky Saint, Heineken 0, Guinness 0, and Beck’s Blue were among the top sellers.
Luke Boase, founder of Lucky Saint claims that the UK’s leading independent alcohol-free brand was very different when they launched their product in 2018. “Alcohol free used to be something that was only done in January, but now you can drink it all year round.”
Boase, who spoke to The Grocer, said that the social acceptance of this lifestyle was due to advertising and better products.
Big brands spend millions of dollars on advertising and sponsorships that target young, fashion-conscious consumers. In an advertisement for Heineken 0, world champion driver Max Vertappen drove friends home from a night of partying. Corona Cero was the official sponsor of last year’s Olympics.
Ocado, an online retailer, says that it has seen the same result. Sales of nolo beverages have increased by a fifth ever since the tournament began in mid-June. The demand for mocktails and alcohol-free wines has also increased. Marks & Spencer “pink Passion Star” and “peach Sunset” are among the most popular.
Ocado, in response to increased demand, has expanded its drinks range to 210. According to its buyer Oscar Biggs, the increase in sales is due to “a shift toward mindful consumption” with customers choosing to make more conscious choices as they enjoy the summer football.
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