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What do the retailers say?
At Endeavour Group, the parent company of BWS and Dan Murphy’s, sales of non-alcoholic drinks have almost doubled in the 12 months, and is one of the fastest growing categories, according to sales data.
“The rise of non-alcoholic drinks is a reflection of a broader trend where consumers are choosing to drink less, but drink better. We expect this trend to continue,” says Bree Coleman, Endeavour Group’s head of merchandise transformation.
A company spokesperson says sales of non-alcoholic beer, wine, cider, RTD and spirits had increased by over 83% in the last 12 months, with peaks during July, Christmas and Easter. BWS and Dan Murphy’s have increased their range of non-alcoholic drinks to meet the increasing demand.
Alcohol-Free Drinks on the Rise in Australian and Global Markets
Sales of non-alcoholic and low-alcohol beer, wine, and spirit beverages have more than doubled over the past year at BWS and Dan Murphy’s, two of Australia’s major alcohol retailers.
The two major retailers reported a sales growth of 103 percent for the 2020 financial year, which peaked during Christmas in 2019 and July 2020. It also saw a rise in March 2020 when the Australia went into lockdowns due to the CCP (Chinese Communist Party) virus, commonly known as the novel coronavirus.
Adam Fry, general manager of buying and merchandising at Endeavour Group, the company that runs both retailers, attributed the rise to consumers’ new preference.
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The shift can be seen in a report from alcohol beverage data and analysis company IWSR, which found that South Africa is expected to see a double-digit rise in no/low alcohol beverages over the next few years.
Growing taste
“South Africa is expected to experience the highest compound annual growth rate (CAGR) volume rate (2020 to 2024), at approximately +16%, albeit from a low base,” according to the IWSR No- and Low-Alcohol Strategic Study 2021.
No/Low Alcohol Consumption Projected To Increase 31% By 2024 kamcity.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from kamcity.com Daily Mail and Mail on Sunday newspapers.