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January is traditionally a month for putting resolutions to work and with the tenth ‘Dry January’ now in full swing, customer demand for no and low alcohol options are at an “all-time high”, according to Waitrose buyer for the category, Sarah Holland.
Sober curiosity is so high in fact, that upmarket retailer Waitrose saw a surge in demand for alcohol-free alternatives even before January officially began, leading it to predict than more people than ever before be kicking off 2023 hangover-free.
With the alcohol-free trend becoming increasingly popular, Waitrose buying team reveals what is causing the surge in no alcohol sales and how they plan to maintain supply and meet demand throughout the rest of the year…
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