The partnership between Eisberg and Ocado follows the retailer recording a 29% rise in sales of alcohol-free drinks and a staggering 15.5m people taking part in Dry January.
“We’re seeing a massive growth in alcohol free across all departments,” said Shauna Clark Fitzpatrick, the low and no buyer at Ocado. “The total category grew at 29%, and a focus on inclusion means we’re expecting this to grow even further in 2025.”
Dan Harwood, wine expert and managing director for Eisberg’s SW Wines Europe, described the deal with Ocado as a “pivotal moment” for the alcohol-free wine category.
“This partnership definitely signifies a turn in the tide for alcohol free. The stigma of moderating alcohol is reducing every day,” he told Food Manufacture.
Data from YouGov found the number of UK adults drinking alcohol dropped from 78% in August 2024 to 72% by December 2024.
In the past three months, 62% of consumers reported trying non-alcoholic beer, followed by non-alcoholic wine or champagne (37%), spirits (25%), and cider (24%).
The most common reason for abstinence is a simple lack of interest, cited by 58% of non-drinkers. Health concerns come second (30%), followed by a dislike of alcohol’s taste (23%), interactions with medication (13%), past negative experiences (12%), and religious or spiritual beliefs (11%).
“We’re seeing more and more seasoned winemakers bringing their expertise from the traditional wine world into the alcohol-free space, which is driving innovation and will help the category grow and evolve,” continued Harwood.
“Those that are pioneering the alcohol-free movement are doing so with knowledge, expertise, and long-standing passion for the traditional wine market, creating exceptional alcohol-free wines that can sit proudly alongside traditional wine offerings.”
A survey conducted by Eisberg found that 52% of consumers are open to purchasing alcohol-free goods, with younger generations leading the charge.
This is further evidenced, with 74% of 18–34-year-olds expressing interest in alcohol-free options. By contrast, only 28% of older consumers aged 65 and over would consider alcohol-free options.
“These figures highlight the growing demand for alternatives, especially among younger generations who are seeking new ways to enjoy wine and social occasions without alcohol,” Harwood explained.
“The younger generation is more open to trying alcohol-free alternatives and this is not a market to shy away from.
“By including Eisberg in the Bangers and Mash deal, we’re making alcohol-free options more accessible and demonstrating that choosing not to drink alcohol shouldn’t mean missing out on the complete dining experience.”
“It’s key that customers are seeing non-alcohol options at touchpoints on site where they’d see alcoholic versions,” agreed Ocado’s Fitzpatrick.
“Dry January is the perfect time to incorporate these into our meal deals, and this will carry on later into the year. Inclusion is a huge part of our strategy so going forward where there is alcohol, there will also be inclusive options.”
