Waitrose is doubling down on premium own-label wines and the fast-growing ‘better-for-you’ drinks segment as it looks to strengthen its position as “the high-street equivalent of a good old-fashioned merchant” this Christmas.

Speaking at the retailer’s autumn tasting at Glaziers Hall, head of trading Pierpaolo Petrassi MW said the event – which has in the past been traditionally geared toward fortified wine, Champagne and gifting formats – was now also a showcase for the supermarket’s expanding low & no-alcohol range and functional drinks offer.

“At this time of year, we usually show more fortified wine, more Champagne and things that will interest customers for Christmas. But we also have an increasing focus on categories like better-for-you soft drinks, where we’re seeing huge momentum,” Petrassi told Drinks Retailing.

The 183-product tasting spanned wine, beer, cider, spirits and softs, with a raft of new own-brand releases and sustainable partnerships under Waitrose’s Brands New programme.

Over the past three months, sales of own-brand wine have risen by 71%, with the retailer launching four new Waitrose No. 1 wines this autumn: Rheinhessen Riesling, Primitivo di Manduria, Gavi del Comune di Gavi and De Grendel Foundation Sauvignon Blanc. The latter is supporting environmental and community projects through the Waitrose Foundation.

Its Loved & Found discovery range is also expanding. Following an uplift in consumer searches on Waitrose.com (+84% YOY), new additions include Viorica, Touriga Franca, Braucol and Vidoc, which reflect the retailer’s continued support for lesser-known varieties.

New directions for low & no

The retailer also unveiled its first own-brand no & low-alcohol wines. This included an alcohol-free sparkling, rosé and Cabernet Sauvignon, as the supermarket reports sales of a category upswing (+11% YOY).

Nichola Joyce, trading manager for beers, spirits, low & no and soft drinks, said health-conscious and functional choices were now a clear growth driver.

She said: “One of the most exciting shifts we’re seeing is the growing focus on health and wellbeing. You’ll see that reflected across our line-up, from low and alcohol-free innovation to the evolution of soft drinks where lighter, functional and flavour-packed choices are driving real momentum.”

Petrassi described the soft-drinks segment as “better for you” – a customer-facing term covering everything from CBD and nootropics to gut-health focused products and hydration drinks.

“The early days saw the likes of Trip and Goodrays champion CBD as an ingredient,” he explained. “Now, we’re seeing lines that celebrate brain function, hydration and refreshment. They’re definitely higher-priced, more premium, and that’s no bad thing in a world where BWS consumption per capita is declining.”

He said the sub-category had “grown exponentially” at Waitrose and was now bigger than the retailer’s traditional energy drink segment. The business now plans to allocate more space to ‘better-for-you’ headliners and focus on clearer communication in-store.

Wine strategy and premium focus

Despite the wider market downturn, Waitrose has also grown share in value and volume. Petrassi credited that success to focusing on “brilliant value for money” and building on the supermarket’s long-held reputation for authenticity and expertise.

“Our strategy remains unchanged,” he said. “We seek to be the high-street equivalent of the good old-fashioned merchant, covering all key countries and regions, offering great value for money rather than absolute value.”

Petrassi added that Waitrose’s ambition is “to be good at selling better” in a market where total alcohol consumption has fallen.

“Selling more and better is the logical direction,” he said.

Meanwhile, direct-to-consumer drinks site, Waitrose Cellar, continues to be a “real superpower” for the business, now offering up to 50% more lines than its largest store and next-day click-and-collect from nearly all branches. Upcoming developments include improved food-matching tools and more personalised marketing based on My Waitrose loyalty data.

Festive promotions and Burgundy focus

Looking ahead to the festive quarter, the retailer is also now trialling a ‘four for three’ wine and Champagne promotion during Wine Lover Week (29 October to 4 November), alongside its popular ‘25% off six’ campaign later in November.

Elsewhere, Waitrose Cellar continues to expand its Burgundy selection, highlighting ‘hidden gems’ from Marsannay, Auxey-Duresses and Savigny-lès-Beaune as value alternatives to pricier names such as Meursault and Puligny.

With fewer than 90 days until Christmas, Petrassi said the retailer’s combination of premium own-label, purpose-led brands and health-driven innovation aimed to “resonate with customers” seeking both quality and discovery.

“We’re lucky to have a customer base that’s genuinely interested in wine and drinks,” he said.

“Our job is to keep inspiring them, whether that’s through a £6 Loved & Found find or a top-tier Burgundy.”