Waitrose expects strong demand for alcohol-free, functional and CBD drinks ahead of England’s late-night FIFA World Cup match against Mexico, as shoppers prepare for a 1:00am kick-off with healthier beverage choices.
Waitrose is forecasting record sales of alcohol-free, low-alcohol and functional drinks ahead of England’s World Cup match against Mexico on Monday, with the retailer reporting strong growth in demand as customers prepare for the late-night fixture.
The UK supermarket said sales of low- and no-alcohol drinks increased by more than 35% during the past week, and it expects the category to perform even more strongly over the match weekend.
Customer interest online has also risen sharply. Searches for alcohol-free beer on Waitrose.com have increased by 200%, while searches for mocktail recipes are up 19%.
Alcohol-free beer brands including Guinness 0.0, Corona Cero and Peroni 0.0 have recorded threefold sales growth, according to the retailer.
Alongside alcohol-free beverages, Waitrose expects higher demand for functional drinks containing ingredients such as CBD and magnesium. Products including Goodrays CBD drinks, Trip Wild Strawberry and OHMG Water are among those expected to see strong sales as shoppers look for alternatives that fit late-night viewing without alcohol.
The supermarket is also preparing for what it expects to be its busiest night yet for on-demand grocery deliveries. The forecast follows a 42% increase in rapid delivery orders during Scotland’s World Cup match against Haiti in June.
To support demand during the tournament, Waitrose has extended on-demand delivery hours at more than 50 stores. Most participating locations will now deliver until midnight, while selected stores will continue operating around the clock.
The announcement reflects broader growth in the UK’s alcohol-free drinks market, where supermarkets continue expanding product ranges as consumers increasingly seek alternatives to traditional alcoholic beverages. Functional drinks containing ingredients such as CBD, vitamins and minerals have also become a growing category across grocery retailers.
What happens next?
Waitrose will monitor customer demand during Monday night’s match as extended delivery services operate across participating stores. The retailer expects alcohol-free, functional and CBD beverages to remain key growth categories throughout the summer as consumer preferences continue to evolve.
