Sales of no and low alcohol products have increased markedly since the Euros 2024 kicked off two and a half weeks ago, according to the latest data from Ocado Retail.
The online supermarket found that sales of no and low alcohol spirits have increased by 20%, with alcohol-free wines up by 9%.
Meanwhile, no and low alcohol beer and ready-to-drink canned cocktails are up by 7% and 6%, respectively.
Over the past 18 months, the online retailer has increased its no and low alcohol offering with more than 210 products now available – an 18% growth since 2022.
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Products that have seen particularly large spikes of sales during the Euros include M&S’ low alcohol Lime Mojito and Peach Sunset drinks, up 105% and 103%, respectively.
Across branded products, sales of Brewdog Elvis Alcohol Free are up 96%, followed by Peroni Nastro Azzurro 0% alcohol free beer lager bottles up 91%, and Lucky Saint Alcohol Free up 58%.
Ocado noted that alongside no and low alcohol drinks, pickles have also soared in popularity over the period after England left back Kieran Trippier was spotted drinking pickle juice during the Three Lions’ opening fixture against Serbia.
In the weeks following the Serbia game, sales of pickles have risen by 24% at the grocer.
Ocado Retail buyer for no/low Oscar Biggs said: “The increase in sales of our no and low drinks reflects a shift toward mindful consumption, with customers opting for more conscious choices while enjoying the football this summer.
“We’re pleased to be able to cater to all tastes – whether customers are after beer, wine, or cocktails, we’ve got a range of over 210 no and low options to explore.”
