Sales of low-alcohol and alcohol-free drinks have grown by 20% at Waitrose over the past year. Credit: Copyright John Lewis Partnership.

Waitrose has partnered with alcoholic beverage company Diageo to launch a dedicated space for low and alcohol-free drinks.

The dedicated space will be available in 253 Waitrose shops across the UK.

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

The area will feature the retailer’s full range of more than 70 low and alcohol-free drinks, from beer and cider to wines and spirits.

Waitrose said the change would add 60% more space to low and alcohol-free drinks across its portfolio.

Waitrose beers, wines and spirits head and wine master Pierpaolo Petrassi said: “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.

See Also:

“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 ten new low and alcohol-free products this year and will launch more before Christmas.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The partnership comes as Waitrose registered 20% sales growth in its low-alcohol and alcohol-free drinks over the past year.

According to Diageo-commissioned research, seven in ten UK adults want low-alcohol and alcohol-free drinks to be more accessible.

Diageo GB managing director Nuno Teles 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.”