Tesco has confirmed a major change for shoppers buying alcohol this September, launching a new campaign called Find Your Balance in partnership with Drinkaware. The initiative aims to help customers who want to moderate their drinking by making low and no alcohol options more visible, accessible and easier to try.
Tesco Media's own insight shows that 42% of customers are looking to moderate their drinking, with recent Drinkaware figures also showing that 36% of UK drinkers drink at home weekly or more often, either alone or with people in their household. This highlights the important role retailers can play in helping consumers access trusted information and support at key moments of decision-making.
20% discount across the category
To support customers looking to explore low and no alcohol alternatives, for the first time Tesco will be offering a 20% off all low and no-alcohol drinks at large Tesco stores and online throughout September. The discount will run from Thursday 3 September until Monday 5 October across the category.
The Find Your Balance campaign encourages people to better understand their drinking, consider the role alcohol plays in their lives and find a balance that works for them. This is particularly important at home, where alcohol is often unmeasured, making it harder to keep track of units and understand how much is being consumed.
Retailers' role in supporting moderation
David Coulshed, Drinks Category Director at Tesco, said: "More of our customers are telling us they are looking to moderate, and we're seeing growing interest in low and no alcohol options across beers, wines and spirits."
"Working with Drinkaware, we're making it easier for customers to discover and try alternatives as part of their regular shop. By offering a Clubcard discount across the entire low and no alcohol range throughout September, we hope to help customers explore new products and find options that work for them," Coulshed added.
Partnership with Drinkaware
Karen Tyrell, CEO of Drinkaware, said: "We are incredibly proud to be working with Tesco on this campaign. Partnerships like this are vital in making moderation a more visible and accessible part of everyday life, reaching people in settings where real decisions about alcohol are made."
"By combining Drinkaware's expertise with Tesco's scale and reach, we can bring conversations about balance and informed choice into an everyday retail environment, helping moderation feel more relevant, achievable, and normal for people across the UK," Tyrell concluded.
The campaign and discount are set to run throughout September, with the offer available until 5 October, giving customers a full month to explore the low and no alcohol range at Tesco's large stores and online.
