Sober curiosity trend sees low & no alcohol sales boom at Waitrose

Sales of low and no alcohol drinks are booming with the rising trend of sober curiosity and the more relaxed approach of this year’s Damp January, according to Waitrose.

As people looked to welcome the New Year without the hangover, sales of low and no wine for the last week of December were up 41% versus last year, with low and no alcohol beer up 16%.

Searches for the group's Mock Mimosa cocktail recipe soared to 1,380.00% versus last month, with more customers exploring the world of mocktails to enjoy during celebratory times. With increasing options of low and no alcohol wine, beer and spirits, customers are finding it easier than ever to embrace low-alcohol alternatives.

Sarah Holland, No and Low Alcohol Buyer, explained, ‘Customer demand for no and low alcohol is at an all time high, so we're really excited to be offering more options than ever, having expanded our range by almost 20% in the past year.

'We understand choosing something new can be quite daunting so our Beer, Wine and Spirits specialists are on hand to offer suggestions and we have something for everyone.

'No and low alcohol options aren’t just for those who don’t drink or are taking part in Dry January, they’re also great for customers who want to moderate their alcohol intake, and for those who are taking a more damp approach to this month’s challenge.’

The trend continues to make waves across social media, with the #sobercurious hashtag amassing 353.9 million views on TikTok and #dampjanuary continuing to rise with currently 874.7 thousand views as more people explore drinking in moderation rather than total abstinence for the month.

The chain's exclusive listing of CleanCo’s Clean W Non-Alcoholic Whiskey Replacement (currently £13 until 24/01/2023) has seen a rise in searches of 48.39% compared to last month.

Designed to replace the spirit in cocktails, rather than be drunk neat, it is the perfect swap for Bourbon Whiskey without the alcohol. A characteristic Bourbon nose with classic notes, oak and sweet vanilla, underpinned by rich spice, apple and figs, with a smooth finish.