Waitrose experienced a marked “sober summer” in 2025, driven by soaring sales of low and no-alcohol beverages.
The supermarket giant reported a 32% year-on-year increase in low and no-alcohol drink sales, including an 85% rise in spirits and a 50% increase in beer.
Additionally, sales of low and no-alcohol wines rose by 21%, while cider revenues increased by 28% year-on-year.
Sales of Waitrose’s 0% Codorniu Rosé, Martini Aperitivo, and Guinness soared by 453%, 137%, and 271% respectively compared to the previous year.
The supermarket attributed the figures to the broader “sober curious” movement, as more customers embraced a sober summer.
Low and no buyer FOR Waitrose, 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.”
She added: “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.”
Aldi saw non-alcoholic drink sales peak in January, marking its strongest Dry January performance yet.
The German discounter reported a 190% year-on-year increase in sales of its popular Zerozecco range, driven by customers embracing mindful drinking throughout the month.
