Tesco is introducing an alcohol-free option to its ‘Finest Dine In for Two’ offer for the first time, collaborating with Lucky Saint.
- This initiative is part of Tesco’s response to the rising demand for no and low alcohol drinks, which saw a significant sales boost during Dry January 2024.
- Sales of no and low beer and cider increased by 15%, while spirits rose by nearly 40%, and wines by 20% year-on-year.
- Lucky Saint’s inclusion in Tesco’s offer provides consumers with a wider range of alcohol-free choices, a first for the ‘Finest Dine In’ range.
- Alongside the alcohol-free beer, Tesco is also introducing 11 new seasonal dishes to enhance its popular meal deal.
In a strategic move, Tesco is adding a non-alcoholic beer option to its long-standing ‘Finest Dine In for Two’ offer, marking the first collaboration of its kind with Lucky Saint. This decision reflects the growing consumer trend towards no and low alcohol beverages, a category that has shown remarkable growth within the supermarket sector.
During the month of Dry January 2024, Tesco experienced a 15% surge in sales of no and low beer and cider, illustrating a significant shift in consumer preferences. Furthermore, the sales trajectory for no and low spirits climbed by nearly 40%, and for wines by 20%, year-on-year. This upward trend was further bolstered during the summer, particularly during midweek matches of the Euros, leading to the second-highest sales week of the year, and exceeding even the demand experienced during Dry January.
Lucky Saint’s founder, Luke Boase, highlighted the increasing demand for alcohol-free beer within supermarkets. He expressed pride in Lucky Saint becoming the first alcohol-free beer to be part of Tesco’s premium dine-in range, offering a quality option for consumers seeking non-alcoholic alternatives. Boase remarked, “Demand for alcohol-free beer in supermarkets continues to rise with increasing numbers of people buying alcohol-free beer when choosing what to drink, whether that’s throughout the week or at the weekend. We’re proud that Lucky Saint is the first ever alcohol-free beer to be included in the Tesco Finest Dine In range.” This partnership not only enhances consumer choice but also aligns with Drinkaware’s initiatives.
In addition to the new alcohol-free beer option, Tesco is broadening its menu with 11 new seasonal dishes, designed to offer a greater culinary experience within the Finest Dine In offer. For £12, Clubcard holders can select a main, side, dessert, and drink, with innovative new options such as Chicken & Serrano Ham with Beurre Blanc Sauce, Fish Pie, and Flame-Seared Chicken & Portobello Mushroom Risotto, among others.
Tesco’s addition of Lucky Saint’s alcohol-free beer underscores a significant shift towards accommodating evolving consumer preferences for no and low alcohol options.
