Proof Drinks reports sales boost for zero-ABV productsBy Owen Bellwood
UK-based distributor Proof Drinks saw sales of its booze-free options outpace alcohol offerings by mid-April as the nation remained in lockdown.
Proof Drinks, which distributes a number of brands including Aviation Gin and Heaven Hill‘s range, saw sales of spirits expand rapidly in the first two weeks of the UK’s lockdown imposed as a result of the Covid-19 pandemic. On 23 March, prime minister Boris Johnson placed the UK on lockdown.
However, the distributor reported that by mid-April, alcohol-free ‘spirits’ had started to “outpace their alcoholic counterparts”.
Jack Hibberd, commercial director for no and low at Proof Drinks, said: “We saw an initial scramble for alcohol in the first few weeks of lockdown – sales for Cazcabel Tequila were up 280% on Amazon, for example. But recent data suggests that consumers are now looking for non-alcoholic alternatives, such as Scavi & Ray 0% Sparkling Wine, as lockdown progresses.”
According to Amazon sales cited by the distributor, the fourth week of the UK’s lockdown, the week up to 18 April, “generated more revenue than any week leading up to Christmas”. But after an initial spike in sales for alcoholic products in the week up to 4 April, the following weeks saw higher growth in sales of zero-ABV products compared to alcoholic products
Lyre’s non-alcoholic ‘spirits’ range, which is distributed in the UK by Proof Drinks, also recently reported a 400% increase in sales since the Covid-19 period began.
Hibberd added: “Our range of low- and no- products allow you to experience the pleasure of your favourite drinks, without the negative after-effects. Perhaps consumers realised that home schooling with a hangover wasn’t such a good idea.”