What do the retailers say? At Endeavour Group, the parent company of BWS and Dan Murphy’s, sales of non-alcoholic drinks have almost doubled in the 12 months, and is one of the fastest growing categories, according to sales data. “The rise of non-alcoholic drinks is a reflection of a broader trend where consumers are choosing to drink less, but drink better. We expect this trend to continue,” says Bree Coleman, Endeavour Group’s head of merchandise transformation. A company spokesperson says sales of non-alcoholic beer, wine, cider, RTD and spirits had increased by over 83% in the last 12 months, with peaks during July, Christmas and Easter. BWS and Dan Murphy’s have increased their range of non-alcoholic drinks to meet the increasing demand.