Searches for non-alcoholic lager increased by 756% at Waitrose compared to this time last year, according to a statement put out by the supermarket (August 2025). 

Searches for non-alcoholic drinks increased by 158%, non-alcoholic beer by 116% and non-alcoholic cocktails by 128%. 

Translating into real terms, the supermarket revealed that sales of low & no products increased by 32% this summer compared to last. Low & no spirits increased by 85%, low & no wine by 21%, low & no beer by 50% and low & no cider by 28%. 

Specifically, sales of 0% Codorniu Rosé, Martini Aperitivo and Guinness are up 453%, 137% and 271%, respectively. 

Coining it a ‘sober summer’, Waitrose said that it had recently listed a bevy of non-alcoholic products to meet the demand, including the likes of Botivo Botanical Aperitivo, Mother Root Aperitif and Lucky Saint Alcohol-Free Lemon Lager. 

The supermarket has also launched the alcohol-free Pentire Paloma can, an alternative to the trending alcoholic version. 

Sarah Holland, Waitrose low & 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.”