(Courtesy BrewDog)

New data from a major online grocer in the UK is pointing to increasingly sober holiday season in England this year.

According to the Drinks Business, “consumer research by online grocery retailer Ocado has revealed a profound shift towards no- and low-alcohol offerings around the winter holidays…

“The number of Brits planning to avoid alcohol this Christmas has risen by 10% this year, a poll of more than 2,000 respondents has revealed, with more than a third saying they plan to go alcohol-free on Christmas day (38%, up from 28% in 2021).”

“Sales of alcohol-free cider are up by 24% according to the retailer, while non-alcoholic spirits have increased by 10%. Individual low and no alcohol brands are seeing historic sales growth this year, with some of the largest rises include Nozeco alcohol-free sparkling wine (up 83%), De Bortoli The Very Cautious One Shiraz (+51%) and Brooklyn Special Effects alcohol-free beer (+79%).”

( Brooklyn Brewery Special Effects sales up 79% in UK)

As American Craft Beer has reported, Gen Z and Millennials are driving the sobriety trend in the UK more than any other generations.

And according to Ocado “more than half (56%) of 18-34 year olds are looking to avoid alcohol over the festive period, compared to a quarter of those aged 55 and over.

A new generations of consumers are embracing a healthier lifestyle and, brewing giants as well as craft breweries are upping their buzz-less beer game.

“Not drinking alcohol no longer means you can’t enjoy a glass of festive fizz or a Christmas cocktail,” said Gary Murray, trading director at Ocado Retail. We’ve increased our range of no- and low-drinks by 32% this year, reflecting customer demand for innovative alcohol-free alternatives.”

“Our research suggests that more consumers are looking to reduce their alcohol consumption this festive season, so we’re continuing to grow our range of no- and low-alcohol beers, ciders, wines and spirits to ensure Ocado has something for everyone.”

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(Image credits: BrewDog & Brooklyn Brewery)