Non-alcoholic sparkling drinks up 50% in Dutch supermarkets ahead of New Year

People in the Netherlands are once again ringing in the New Year with a glass of champagne or another type of wine. Supermarket chain Albert Heijn and liquor store chains Gall & Gall and Mitra have noticed that alternatives such as prosecco and non-alcoholic drinks have become more popular this year. Supermarket chain Jumbo reports having sold 50 percent more non-alcoholic sparkling drinks in the last two weeks of December compared to last year.

Jumbo reports that sales of sparkling drinks are currently on par with last year. “Based on experience, the biggest surge occurs on New Year’s Eve,” the spokesperson said. The supermarket is also offering more non-alcoholic options than before, increasing from three last year to eight this year.

Across the board, prices are up 1.9 percent compared to last year. “This mirrors the overall market trend; some products have become slightly cheaper, others a bit more expensive,” the spokesperson said. She added that the price of champagne has remained unchanged.

Albert Heijn, speaking for itself and sister company Gall & Gall, reports growing sales of sparkling wines. “While bubbles were traditionally reserved for New Year’s celebrations, we now see customers enjoying them throughout the evening and at other festive occasions,” the spokesperson said. He also noted that champagne, cava, and rosé are becoming increasingly popular.

Mitra, a Dutch chain of liquor stores, anticipates that December 31 will be one of its top sales days of the year. Wine buyer Janneke Donders said the company can only assess total sales after that date. “There is a slightly higher demand for non-alcoholic and low-alcohol options, but the difference from previous years is minor,” she explained.

She added that prices for champagne and other sparkling drinks at the chain have “not risen significantly” over the past year.