Musgrave MarketPlace reports surge in sales of Low and Non-Alcoholic Drinks Category
Press Releases | 23rd January 2019
Sales rocket by 1,200% from November 2018 – January 2019
Musgrave Marketplace, Ireland’s leading wholesale supplier to foodservice, retail and SME businesses has today revealed a surge in sales for low and non-alcoholic drinks over the last three months. Sales in this category have soared by a staggering 1,200% since November fuelled by initiatives such as ‘Dry January’ and the growing emphasis on health and wellness among consumers.
In response to this growing demand, Musgrave MarketPlace launched a dedicated low and non-alcoholic section last November. It was the first wholesale group in Europe to do so and has piloted it in three of its branches with a view to rolling it out to the remainder of its branches in 2019. Zero alcohol is a key trend for this year as bars and restaurants get more creative with their low and non-alcoholic offerings.
Commenting on the increased popularity of low and non-alcoholic alternatives, Stephen Duffy from the Press Up Group said: “We have seen an increase in demand for Low Abv and non-alcoholic drinks over the past few months, but it has really taken off with the ‘dry January’ campaign. The taste profile of non-alcoholic beers has improved so much in the past 12 months with options like Heineken 0%, that customers feel that they’re getting the benefits of beer without the hangover. We haven’t seen a reduction in our alcohol sales because of this trend but instead, we’ve seen an increased number of occasions that people can drink non-alcoholic beer.”
Sheena Forde, Trading Director Musgrave MarketPlace said: “At Musgrave MarketPlace we are focussed on anticipating what the latest trends will be in the foodservice industry and ensuring that we are offering the best range to our customers. The demand for low and non-alcoholic drinks has been on the rise over the last year and it is set to increase further, so it made sense for us to take the initiative and create a dedicated section for this category. We were the first in Europe to do this and the results to date have been phenomenal. At present we have dedicated sections in three of our branches and we will continue to expand this over the next year. This isn’t a trend that is going away. We predict double-digit growth in this category over the next 12 months as a result of new product launches and innovations.”