Ocado says non-alcoholic Guinness 0.0 has overtaken traditional Guinness on its platform for the first time

LONDON — Online grocer Ocado has reported that sales of non-alcoholic Guinness 0.0 have overtaken traditional Guinness on its platform for the first time, a milestone in the expanding no- and low-alcohol category. The Mail on Sunday said that 53 per cent of Guinness deliveries from Ocado, the United Kingdom’s largest online-only supermarket, are now the alcohol-free variant, which was launched in October 2020. The brewer sells almost £50 million worth of Guinness 0.0 in shops and online supermarkets each year, about a fifth of its total off-sales market, according to NIQ. It is now described as the nation’s best-selling alcohol-free beer. In pubs, the traditional Guinness, at 4.2 per cent alcohol by volume, remains the dominant choice, accounting for an estimated one in nine pints sold. The shift toward no- and low-alcohol options is part of a broader trend among younger consumers who seek moderation without sacrificing flavor. The much-watched Guinness 0.0 momentum has also tapped into broader cultural moments, including renewed interest in the brand amid the release of the Netflix drama House Of Guinness.

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The beer’s rise mirrors a wider category expansion online and in stores. Ocado says that the category has grown by 56 per cent over the past year as shoppers increasingly search for drinks that suit different occasions while still keeping alcohol intake in check. Shauna Clark Fitzpatrick, a drinks buyer at Ocado, said: “We’ve seen an uplift in no- and low-alcohol drinks for a while now as consumers become more mindful of their consumption. In the last year, we’ve grown the category by 56 per cent, making it easier than ever for customers to find a drink that suits their needs, whatever the occasion.”

The online grocer’s data comes as alcohol-free drinks have gained mainstream appeal beyond the kitchen and living room, with Gen Z driving much of the growth. Ocado notes that the shift is not limited to beverages; consumer interest in other no-sugar, low-sugar, or differently flavored products is rising. Experts have pointed to social media influencers demonstrating more exotic, healthier, or novel recipes as a contributing factor to broader consumer experimentation with no- and low-alcohol options.

The evolving taste profile of British shoppers extends beyond beer. Ocado cited a broader market trend in new flavors and formats, including a notable rise in flavoured butters. Web searches for flavoured butter jumped 184 per cent in the past year, and Marks & Spencer’s smoky cowboy butter—infused with chipotle and other spices—showed a 136 per cent rise in sales this year. Analysts say that these shifts reflect a more general appetite for novelty and premiumization in everyday groceries, amplified by social media and influencer content.

Industry observers say the Guinness 0.0 milestone underscores a longer-term reconfiguration of the off-trade landscape in the UK, as consumers experiment with alternatives to traditional beer and seek products that align with healthier or more mindful consumption patterns. While the public-house market remains a substantial anchor for Guinness, the game-changing online performance at Ocado demonstrates how digital retail can redefine category leadership, especially for no- and low-alcohol beverages. Ocado’s leadership in online groceries and its emphasis on ease of access for categories like no- and low-alcohol drinks are factors that suppliers and retailers are watching as they adjust portfolios and promotions for an increasingly diverse base of shoppers.