Waitrose low-and-no ‘spirits’ sales up 85%
British supermarket chain Waitrose saw low-and-no ‘spirits’ sales soar by 85% in the past six months, led by a triple-digit gain for Martini Vibrante.
Between 26 January and 12 July 2025, Waitrose reported a 32% increase in low-and-no drinks sales, compared to the same period last year.
Low-and-no ‘spirits’ performed particularly well, rising by 85% year on year, while wine and beer alternatives were up by 21% and 50% respectively. Low-and-no cider increased by 28%.
In terms of alcohol-free ‘spirits’, Waitrose’s sales of zero-ABV Martini Vibrante Aperitivo skyrocketed by 137% over that period, while Pentire and CleanCo’s Tequila substitute both grew by 69%.
Sarah Holland, Waitrose low-and-no buyer, 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.
“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.”
Compared to this time last year, searches for ‘non-alcoholic cocktail’ rose by 128% on Waitrose.com.
In the last month, there were 77% more searches for ‘mocktail recipes’ on the retailer’s website, and searches for ‘pineapple, lime and ginger beer cooler’ increased by 25%.
Waitrose also reported an increase in sales for its 750ml bottled serves, Summer Mojito Mocktail and Summer Piña Colada Mocktail, which were up by 103% and 74% respectively during the first half of this year.
Waitrose also noted that on TikTok, searches for alcohol-free cocktails have surged, citing recipes for Shirley Temple (up 241%) and ‘Margarita mocktail’ (up 151%).
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