Rise in Nolo Drinks Sales Expected as Football Fans Opt for Clear Heads During Final

As the anticipation builds for the upcoming football final, many England fans are choosing a new approach to enjoying the game—by opting for no- or low-alcohol (nolo) drinks to ensure they have clear heads the next day.

Retailers have witnessed a significant surge in sales of alcohol-free beer, cider, wine, and canned mocktails in the lead-up to Sunday night’s viewing parties.

Brands such as Heineken, Peroni, Corona, and Guinness have entered the market, offering alternatives for those wanting to partake in the festivities without the alcohol content.

Waitrose has reported a 33% increase in sales of alcohol-free beer this year, with a noticeable uptick during the tournament, as fans aim to moderate their midweek drinking habits.

A recent report by hospitality research organization KAM highlighted a decline in the number of adults consuming alcohol weekly, with a growing preference for nolo options.

Lucky Saint, a prominent player in the alcohol-free beer market, attributed this shift in consumer behavior to improved product quality and marketing strategies that position nolo drinks as a lifestyle choice.

Major brands like Heineken and Corona have invested heavily in advertising and sponsorships targeting style-conscious demographics, promoting their alcohol-free offerings as a trendy and responsible choice.

Ocado has also noticed a 20% rise in nolo drink sales since the start of the tournament, along with increased demand for alcohol-free wine and mocktails like Marks & Spencer’s canned cocktails.

Oscar Biggs, a buyer at Ocado, observed a shift towards more mindful consumption, indicating that consumers are making conscious decisions while indulging in football festivities this summer.