In the year up to July 2025, sales of low and no spirits increased by 85% and low and no beers sales grew by 50%. Low and no cider and wine sales also increased by 28% and 21% respectively.
Notably, sales of Codorniu Zero Rosé increased by 453% year-on-year, with Guinness 0.0% sales up 271%.
In response to the “unprecedented demand” for low and no products, Waitrose has recently launched a range of new options including Lucky Saint Alcohol Free Lemon Lager, St Austell Proper Job IPA, Jukes 8 The Sparkling Rose, Botivo Botanical Aperitivo and Mother Root Aperitif.
Commenting on the trend, Waitrose low and no buyer Sarah Holland said: “Our Low and No category is experiencing a significant surge this summer, with sales up 32% this year. The ‘sober curious’ movement is growing, showing a trend towards well-being-focused drinking that doesn’t compromise on flavour or social connection.”
“This shift is undoubtedly driven by the increasing availability of premium non-alcoholic beverages that offer the same complexity and enjoyment as their alcoholic counterparts. Our new, exclusive Pentire Paloma Can is a perfect example, providing a sophisticated and satisfying alternative.”
Sales of Waitrose’s Summer Mojito Mocktail and Summer Piña Colada Mocktail are also up 103% and 74% respectively this year. This follows a trend on social media, with searches for mocktail recipes have surging on platforms such as TikTok.
To get an ahead about the different factors driving the growth in demand for low and no alcoholic products, Food Manufacture recently published its own low and no beverages trends report, part of the wider 2025 Drinks Report.
In it, Food Manufacture editor Bethan Grylls analysed EPOS data for the year ending March 2025, gathered by Circana, as well as collating case studies and expertise from the industry sourced to provide further analysis.
