In a groundbreaking move for the alcohol-free category, Eisberg, Europe’s leading alcohol-free wine brand, has partnered with Ocado to become the first non-alcoholic wine option available in the retailer’s popular £12 meal deal.
Available exclusively throughout January 2025, this partnership marks a significant milestone in the mainstreaming of alcohol-free alternatives, offering customers more inclusive choices in their shopping experience.
It comes as Ocado recorded a 29% rise in sales of alcohol-free drinks and a staggering 15.5 million are taking part in Dry January.
Dan Harwood, Wine Expert and Managing Director for Eisberg’s SW Wines Europe, commented: “This partnership with Ocado represents a pivotal moment for the alcohol-free wine category.
“By including Eisberg in the Bangers and Mash deal, we’re making alcohol-free options more accessible and demonstrating that choosing not to drink alcohol shouldn’t mean missing out on the complete dining experience.
“Our wines perfectly complement classic British comfort food, and we’re excited to be part of this innovative offering.”
Shauna Clark Fitzpatrick, the low and no buyer at Ocado, said: “We’re seeing a massive growth in alcohol free across all departments. The total category grew at 29%, and a focus on inclusion means we’re expecting this to grow even further in 2025.
“It’s key that customers are seeing non-alcohol options at touchpoints on site where they’d see alcoholic versions.
“Dry January is the perfect time to incorporate these into our meal deals, and this will carry on later into the year. Inclusion is a huge part of our strategy so going forward where there is alcohol, there will also be inclusive options.”
The inclusion of Eisberg in the Bangers and Mash deal reflects the growing consumer demand for alcohol-free alternatives and represents a significant step forward in normalising alcohol-free options in traditional food and drink pairings.
