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Sober curiosity creates low-and-no sales boom

UK supermarket Waitrose has seen sales of low-and-no alcohol products soar as the trend for sober curiosity rises.

Clean W sober curiousity
Waitrose has seen a 48.39% rise in searches for Clean Co’s whiskey alternative in January compared with December

The supermarket, owned by the John Lewis Partnership, has expanded its low-and-no offering by almost 20% in the last year, according to no- and low-alcohol buyer for Waitrose Sarah Holland.

“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,” she said.

“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.”

Waitrose reported that searches for its Mock Mimosa cocktail recipe soared to 1,380% in January, compared to December, with more customers exploring the world of mocktails to enjoy during celebratory times.

The moderation trend is said to be continuing to make waves across social media, with the #sobercurious hashtag amassing 353.9 million views on Tik Tok.

Furthermore, the #dampjanuary hashtag is continuing to rise with 874,700 views currently accumulated on the platform, as more people explore drinking in moderation rather than total abstinence for the month.

Waitrose said its exclusive listing of Clean Co’s Clean W non-alcoholic whiskey alternative has seen a rise in searches in January of 48.39% compared with last month.

Designed to replace the spirit in cocktails rather than be drunk neat, it is said to be ‘the perfect swap for Bourbon without the alcohol’.

If you’re taking part in Dry January this month, check out these 10 initiatives designed to make the month more enjoyable.

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