Waitrose reported a noticeable “sober summer” in 2025, with sales of its low and no-alcohol drinks soaring.

Sales of the supermarket’s low and no drinks were up 32% compared to the same time last year, with low and no spirits and beer sales rising 85% and 50%. 

In addition, sales of its low and no wines rose 21%, while its low and no cider revenues jumped 28% from the year before.

Sales of its 0% Codorniu Rosé, Martini Aperitivo and Guinness skyrocketed 453%, 137% and 271% from the year prior. 

The grocery giant claimed that the figures tied into a wider trend in the “sober curious” movement, as customers shopped for a sober summer.

Waitrose low and no buyer Sarah Holland 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.”

She added: “This shift is undoubtedly driven by the increasing availability of premium non-alcoholic beverages that offer the same complexity and enjoyment as their alcoholic counterparts.”

Back in January, Aldi reported its biggest Dry January yet, as sales of its non-alcoholic beverages hit new heights.

The German discounter saw a 190% surge year-on-year in sales of its popular Zerozecco range, which proved a hit with customers opting for mindful drinking over the month.

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