Low and no-alcohol wine brands are failing to gain traction despite the growing trend for moderation, exclusive data reveals.
Sales of low and no-alcohol wine fell 4.7% (£3.4m) to £70.2m over the past twelve months - that’s approximately 1.1 million fewer litres [Kantar Worldpanel 52 w/e 4 November 2018].
Conversely, sales of no and low-alcohol beer and cider (up to 2.8% abv) have grown 10.9% (£7.3m) to £74.7m. Of that growth, beer and cider below 1.2% surged 43.3% (£12.5m) to £41.4m.
The low and no-alcohol wine category was failing to appeal to younger shoppers - especially those who had never drunk alcohol, suggested John Risby, MD of The Alcohol-Free Shop.
“It takes a while to get used to the taste of alcohol-free wine. Most people who’ve tried wine as a teenager thought it was disgusting the first time around but got used to it because wine is wonderful.
“With alcohol-free wine you’ve got to do the same but for younger people who’ve never drunk before there are so many other choices like craft soft drinks.”
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