Sales of no and low alcohol products boom during Euros as fans embrace moderation at home

• Data from Ocado Retail shows increase of sales in no and low alcohol beer, wine, spirits and cocktails since the start of Euro 2024
• Sales of no and low alcohol spirits are up by 20% while alcohol free wines have increased by 9% as numerous mid-week matches see fans opt for low alcohol options
• In response to growing demand, Ocado Retail has expanded its low/no alcohol product offering by 18% since June 2022, with over 210 options now available for fans
• Sales of pickles are also up 25% MoM as England players use pickle juice to combat cramp

With four mediocre performances advancing Gareth Southgate’s England team to the Euro 2024 quarter-finals, new supermarket sales data suggests that fans at home have also been embracing moderation. 

Demand data* from Ocado Retail, the world’s largest dedicated online supermarket, shows sales of no and low alcohol products have increased markedly during the two and a half weeks since the tournament kicked off in Germany on 14th June. 

Sales of no and low alcohol spirits have increased by 20%**, with alcohol-free wines up by 9%. No and low alcohol beer and ready-to-drink canned cocktails are up by 7% and 6% respectively. 

The online retailer has increased its no and low alcohol offering in the last 18 months, offering more than 210 products. The range has grown by 18% since 2022, providing an unbeatable choice of non-alcoholic products to choose from, delivered in time for kick off. 

No and low products that have seen particularly large spikes of sales during the Euros include:

Demand for pickle juice on the rise

No and low alcohol drinks are not the only products that have surged in popularity during the Euros. Pickles have also been flying off the shelf after England left back Kieran Trippier was spotted drinking pickle juice during the Three Lions’ opening fixture against Serbia. 

The drink can purportedly help to reduce muscle cramps – Carlos Alcaraz also drank it during his Wimbledon victory over Novak Djokovic last year – and Ocado has seen sales of pickles rise by 24%*** in the weeks following the Serbia game. 

To accommodate increasing demand, Ocado has a 40-strong range of pickle products to choose from with popular choices including Epicure Original Whole Pickles and Brindisa Perello Gherkins, with sales up by 26% and 52% respectively.

Oscar Biggs, Buyer for No/Low at Ocado Retail said: “The increase in sales of our no and low drinks reflects a shift toward mindful consumption, with customers opting for more conscious choices while enjoying the football this summer. We’re pleased to be able to cater to all tastes – whether customers are after beer, wine, or cocktails, we’ve got a range of over 210 no and low options to explore.”