The Next Round: What happens after you change your drinking?
The Next Round: What happens after you change your drinking?
We’re taking a look at the customer experience when shopping for alcohol-free drinks in supermarkets. This week we’re sharing what we found when shopping for alcohol-free drinks in Morrisons. We got stuck into their website to check out what it’s like to order online, and also visited the large Morrisons store in Leeds city centre. We’re considering a few things, including how easy it is to find the products, whether there is any helpful signage or labeling, whether products are included in any promotional activations, and how expansive the selection is.
We visited the large Morrisons in Leeds city centre in June 2022. We found a selection of alcohol-free beers, though these varied more by brand than by style. Guinness 0.0 was the only dark beer style, the rest were mostly lagers. In general, the alcohol-free drinks were found within their full-strength categories, so the beers took up a couple of shelf spaces within the alcoholic beer section and so on for wines and ciders. At the time of our visit there were four fruited ciders in stock, but no plain or traditional styles. There were red, white, rose, and sparkling wines, but sadly no premixed alcohol-free drinks. The spirit selection was also very limited, with only botanical styles (most similar to gin) available. A good selection of mixers and adult soft drinks was in stock, with a broad variety of flavour profiles on offer. There were no promotional offers on the beers, wines, ciders, or spirits, but products were clearly labelled and priced in line with competitive supermarkets. Here are the products we found when shopping for alcohol-free drinks in Morrisons:
Peroni Libra
Budweiser Zero
San Miguel 0%
St Omer Shandy
Northern Monk Holy Faith
Becks Blue
Corona Cero
Guinness 0.0
Erdinger Alkoholfrei
Moretti Zero
Shipyard Low Tide
Old Mout Pineapple & Raspberry
Old Mout Berries n Cherries
Koppaberg Strawberry & Lime
Koppaberg Pear
Lindeman’s Semillon chardonnay
Lindeman’s Cabernet Sauvignon
Eisberg Chardonnay
Eisberg Sauvignon
Frexinet White
Frexinet Rose
Mcguigan Chardonnay
Mcguigan Rose
La Gioiosa Sparkling
Belle & Co Rose
Nozecco
Belvoir (selection)
Bottlegreen (selection)
Cawston Press (selection)
Fentimans (selection)
Own brand and big brand (selection)
Remedy Kombucha Raspberry
Fever-Tree (selection)
Old Jamaica Ginger Beer
The London Essence (selection)
Own brand and big brand (selection)
Morrisons have some quite detailed drinks menus on their website. Under the ‘drinks’ tab there is a ‘mixers and adult soft drinks’ category as well as sponsored categories from some of the big mixer brands including Schweppes and Coca-Cola. Within this category, you have the ability to narrow your search by drink style, brand, dietary requirements, and new products or special offers. There is also a sponsored ‘low and no alcohol shop’ category which you can navigate to from the main drop-down menu but to find this, users need to click on the ‘beers, wines, & spirits’ section, perhaps not where non-drinkers would head to first.
At the time of review (June 2022), Morrisons is stocking the following products on their website:
Birra Moretti Zero
Heineken 0.0
Erdinger Alkoholfrei
Shipyard Low Tide
Brooklyn Special Effects
Lucky Saint Unfiltered Lager
Becks Blue
Sharps Doom Bar 0%
Northern Monk Holy Faith
Peroni Nastro Azzurro
Corona Cero
Guinness 0.0
Budweiser Zero
St Omer Shandy
San Miguel 0.0%
Bavaria 0.0%
BrewDog Punk AF
Tennent’s Zero
Kopparberg Pear
Kopparberg Mixed Fruits
Kopparberg Strawberry & Lime
Brothers Toffee Apple
Old Mout Berries & Cherries
Old Mout Pineapple & Raspberry
Nozeco
Nozeco Rose Spumante
Belle & Co 0% Sparkling White
Belle & Co 0% Sparkling Rose
Freixenet Sparkling White
Freixenet Sparkling Rose
La Gioiosa Sparkling
Mcguigan Zero Sparkling
Mcguigan Zero Chardonnay
Mcguigan Zero Rose
Mcguigan Zero Shiraz
Eisberg Sauvignon Blanc
Eisberg Chardonnay
Eisberg Cabernet Sauvignon
Lindeman’s Semillon Chardonnay
Lindeman’s Cabernet Sauvignon
Martini Vibrance
Tanqueray 0.0
CleanCo Clean G
CleanCo Clean R
Gordon’s 0.0
Belvoir Elderflower Presse
Belvoir Ginger Beer
Belvoir Passionfruit Martini
Belvoir Raspberry Lemonade
Bottlegreen Elderflower Presse
Bottlegreen Pomegranate & Elderflower Presse
Cawston Press Elderflower Lemonade
Cawston Press Rhubarb
Fentimans Dandelion & Burdock
Fentimans Ginger Beer
Fever-Tree Italian Blood Orange Soda
Old Jamaica Ginger Beer
Remedy Kombucha Raspberry
San Pellegrino Aranciata Rossa
Shloer Red Grape
Shloer Sparkling Rose
Shloer White Grape
Shloer White Grape & Elderflower
Upstream Grapefruit & Bergamot
Upstream Pomegranate & Lime
Upstream Strawberry & Lychee
A selection of own-brand and big brand softs and mixers, including:
Fever-Tree Indian Tonic
Fever-Tree Light Aromatic Tonic
Fever-Tree Light Celemtine Tonic
Fever-Tree Light Damson & Sloe Berry
Fever-Tree Light Elderflower tonic
Fever-Tree Light Ginger Ale
Fever-Tree Light Ginger Beer
Fever-Tree Light Lemon Tonic
Fever-Tree Light Madagascan Cola
Fever-Tree Light Sicilian Lemonade
Fever-Tree Light Sweet Rhubarb & Raspberry Tonic
Fever-Tree Mediterranean Tonic
London Essence Original Tonic
London Essence Pomolo & Pink Pepper
Remember, if you live somewhere more remote and don’t have the option of shopping for alcohol-free drinks in Morrisons, Wise Bartender has a fantastic selection of alcohol-free options to delight any drinker.
Your feedback really helps us to shape the work that we do. If your local supermarket has a fantastic range of alcohol-free drinks, or if you have any feedback about what makes for a great shopping experience either in-store or online, we’d love to hear from you.
Interested in shopping for alcohol-free drinks in supermarkets? Check out our findings from Tesco.
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