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Wild Idol to be poured at major summer events
Premium alcohol-free sparkling drink Wild Idol will be served at key events this summer including Ascot, Wimbledon and Lords.
Summer events, festivals, and celebrations have long been associated with alcohol and excess. However, recent research reveals a significant shift in consumer behaviour towards moderation, prompting some of the UK’s most prominent events to adapt their beverage offerings accordingly.
With 44% of consumers now occasionally or regularly opting for alcohol alternatives (according to research by The Grocer, 2024), major events such as Royal Ascot, Wimbledon, Lords, and the Open Golf Tournament are expanding and enhancing their selection of no-and-low alcohol options. This change caters to the growing demand for high-quality non-alcoholic beverages among discerning attendees.
Leading the charge is Wild Idol, offering premium drinks for guests who choose not to imbibe or who wish to pace themselves throughout a long day of festivities. Wild Idol’s naturally alcohol-free sparkling alternative to wine has captured significant attention and secured substantial orders from the hospitality sector. The brand has experienced a 104% surge in sales compared to last year, underscoring this shift in consumer preferences.
Paul Beavis, CEO of Wild Idol comments: “This evolving non-drinking culture reflects a sustained commitment to healthier choices, transcending traditionally dry calendar moments like Dry January and Sober October. Wild Idol provides consumers with the opportunity to enjoy sophisticated alternatives without compromising on taste or quality, making moderation an appealing lifestyle choice even during the busy summer events season.”
Wild Idol is a vegan, gluten-free and naturally alcohol-free sparkling alternative to wine and Champagne, handcrafted using the finest winemaking techniques and superior blend of grapes. Unlike other non-alcoholic wines which use alcohol extraction, Wild Idol’s pure blend has never contained alcohol and has never been fermented.