Tesco to stock St Peter’s Without in new, dedicated alcohol-free section

Recognising a growing demand for no and low alcohol drinks, Tesco is set to launch a dedicated section in its supermarkets nationwide and St Peter’s Without alcohol-free beer will be one of the first new products to hit the shelf.

From mid-March 2017, Tesco will become the first supermarket in the UK to create a no and low-alcohol drink section and St Peter’s Without, the UK’s only alcohol-free craft ale, will be available nationwide as it fills the gap in the market for a high quality alcohol-free beer that tastes as good as standard beer.

Explains David Tavernor Tesco world beer and no and low beer buyer: “We are proud to be able to offer more choice on low and no alcohol products across all categories from mid-March 2017.

We will have a larger range than at any time in our history and we are expecting to set the gold standard on low and no alcohol drinks within grocery. One of the fantastic new brands we will be introducing for ale drinkers is from St Peter’s Brewery.”

Health advice and drink driving laws are changing the nation’s view on alcoholic drinks, leading to a steady growth in the low and no alcohol drinks category. St Peter’s Brewery launched Without in August in response to demand for a high-quality, alcohol-free beer that tastes as good as the real thing. “We have long recognised the growing demand for alcohol-free options amongst consumers. Tighter regulations and health concerns, as well as an increase in the teetotal population are changing the drink sector and we feel this is a category that will grow and grow in the years to comes,” explains Steve Magnall, CEO at St Peter’s Brewery. 

The response to Without has been excellent and it is fantastic that Tesco has not only recognised its quality, but that it has also seen the importance of this growing sector. It’s certainly an exciting time for us and the category as a whole,” said Magnall.

St Peter’s Without will go on sale in Tesco stores nationwide from mid-March 2017.