Waitrose is bracing for an unprecedented surge in low-alcohol, alcohol-free and CBD drink sales as England fans gear up for a gruelling one a.m. kick-off against Mexico this Monday.
With the match stretching into the early hours, supporters are ditching the traditional hangover for steady focus.
Waitrose has already seen low-and-no alcohol sales climb by over 35% last week alone, a figure it predicts will be shattered this weekend.
On Waitrose.com, searches for alcohol-free beer have exploded by 200%, while mocktail recipe searches are up 19%.
Sales of Zero per cent 12-packs are skyrocketing too – Guinness 0.0, Corona Cero and Peroni 0.0 have already seen sales treble.
The new matchday fuel: CBD and Magnesium
It’s not just non-alcoholic beer taking centre stage. Waitrose predicts a record night for functional wellness drinks as fans look to manage the late-night tension.
Top sellers for Monday are expected to include Goodrays CBD – the CBD-infused drinks designed to help the body focus and relax – and Trip Wild Strawberry and OHMG Water, which both contain Magnesium to help the body unwind, as well as regulate sleep and mood.
A busy night for rapid delivery
Monday is also projected to be the supermarket’s busiest ever night for on-demand grocery delivery.
During Scotland’s 2:00 a.m. clash against Haiti on 14 June, rapid delivery orders spiked by 42%. England’s knockout game is set to eclipse that record after Waitrose announced last week that it has extended its on-demand delivery hours in more than 50 stores for the duration of the World Cup.
While times vary by location, most participating shops will now deliver until midnight, with select stores operating 24/7 to ensure no fan is left stranded without midnight snacks or cold drinks.
Sarah Holland, drinks buyer for Waitrose, said:
“A one a.m. kick-off on a school night is the ultimate test of endurance for England fans. We’re seeing a massive shift in how the nation watches football—fans want the matchday buzz without the morning hangover. Stocking up on alcohol-free beers and calming CBD drinks isn’t just a trend; it’s a brilliant tactical substitution to get supporters through 90 minutes of late-night drama and straight into bed.”
