
Indie retailers have been slow in their uptake of low-and-no alcohol drinks, despite the category’s significant growth. This is according to Laura Willoughby, founder of Club Soda, an alcohol alternative hub, retailer and educator.
Willoughby said her experience matches that of a study recently conducted by The Portman Group and YouGov, showing that 38% of UK drinkers consumed low and no alcohol alternatives semi-regularly in 2024. This was up from 35% in 2023 and 29% in 2022.
“The data from CAMHS research and Drinkaware all correlates with the Portman Group’s research,” she told FFD. Projections from IWSR suggest that the category could be worth £800m in 2028, up from £380m estimated by Mintel for 2024.
Although pubs and bars accounted for 34% of all low-and-no alcohol drinks consumption in 2024, according to The Portman Group, big retailers have responded to increased demand by expanding their offerings. This has borne fruit: last year, Waitrose reported a 20% increase in sales of no- and low-alcohol products; Sainsbury’s saw a 19% rise in sales of low-and-no alcohol sparkling wines, and Tesco recorded a 15% increase in the same category. Despite this, Willoughby said, indies have failed to keep up.
“This comes from trying to work out what’s the best use of their limited shelf space, and not understanding the category very well. Also, wholesalers are the biggest gatekeepers to what retailers get on their shelves, and they need to up their game.”
Retail’s role is significant in the uptake of the low-and-no category, she said, “because people still drink the most alcohol at home, and that’s also where they want to drink alcohol-free.”
As well as growing, the category is evolving. For example, she said, better alcohol-free wines are now common, ”with single grape varietals from specific vineyards rather than just being an alcohol-free red or white.”
The ‘mood enhancing’ category is gaining pace as well – such as CBD and functional mushroom drinks – as are non-alcoholic apéritifs. “We’re seeing an emergence of drinks that are really good in their own right. They’re not trying to mimic something alcoholic, even though they are designed for drinking on occasions when alcohol is usually drunk.”
This article first appeared in the January-February 2025 issue of Fine Food Digest.