The Drinks Business is reporting that Waitrose intends to cut down the shelf space dedicated to wine to accommodate an increased selection of alcohol-free products. Blue signage will mark designated areas for non-alcoholic options in 253 stores, increasing the space for these items by 60%.
Pierpaolo Petrassi, head of beers, wines, and spirits at Waitrose, noted a tremendous growth in demand for low-alcohol and alcohol-free drinks, expecting the trend to boost sales significantly this year, especially during Christmas. Waitrose has already added 10 new products in this category to its range, including non-alcoholic versions of popular alcoholic brands like Guinness, Tanqueray, and Gordon’s with plans to further extend the offering in the lead-up to Christmas.
