Eisberg has become the first alcohol-free wine to feature in Ocado’s £12 “Bangers and Mash” meal deal, available exclusively this January. The partnership highlights a shift toward more inclusive options for consumers, as demand for non-alcoholic beverages grows significantly.

The move comes as Ocado reports a 29% rise in sales of alcohol-free drinks, with 15.5 million people taking part in Dry January. The inclusion of Eisberg aims to cater to this expanding market while promoting alcohol-free alternatives in traditional food and drink pairings.

Dan Harwood, managing director of Eisberg’s SW Wines Europe, said: “This partnership with Ocado represents a pivotal moment for the alcohol-free wine category. By including Eisberg in the Bangers and Mash deal, we’re making alcohol-free options more accessible and demonstrating that choosing not to drink alcohol shouldn’t mean missing out on the complete dining experience.”

Shauna Clark Fitzpatrick, low and no buyer at Ocado, added: “We’re seeing massive growth in alcohol-free across all departments. Dry January is the perfect time to incorporate these into our meal deals, and this will carry on later into the year. Where there is alcohol, there will also be inclusive options.”

This collaboration underscores the growing consumer appetite for non-alcoholic alternatives, reflecting broader trends in inclusivity and healthier lifestyles. By featuring Eisberg in the deal, Ocado reinforces its commitment to catering to evolving consumer preferences.

'Deeply concerning' report of drink spiking in Parliament bar

Wild labels from wild women

Dry January: It's time to change the narrative