The Waitrose Food & Drink Report has revealed how UK consumers turned to both old favourites and innovative formats in 2020 as a way to find comfort and convenience during a turbulent year. With pandemic-driven lockdowns reshaping shopping and drinking habits, Waitrose’s Head of BWS, Pierpaolo Petrassi MW, identified two key trends: the return to familiar wines and spirits, and the growing embrace of alternative packaging and home mixology.
“Lockdown saw people reduce the number of visits they made to shops, so larger formats like bag-in-box wines were in demand—and customers haven’t looked back,” Petrassi said. He highlighted the rise of canned wines, cocktails in sachets, and innovative, eco-friendly packaging as proof that consumer expectations are shifting fast.
At the same time, classic varietals such as Malbec and Sauvignon Blanc became trusted staples, offering a sense of normality and indulgence at home. Many consumers also spent time experimenting with cocktail making, turning their kitchens into bars to recreate their favourite serves.
2021 to bring discovery of new flavours and styles
Looking ahead, Waitrose predicts a growing appetite for experimentation, particularly among younger consumers. According to the report, 20% of shoppers plan to try new drinks at home, rising to 33% in the 18–24 age group. As a result, we can expect a surge in interest in lesser-known wine regions, unfamiliar grape varieties, exotic spirits, and unusual flavour combinations.
Jamie Matthewson, Waitrose’s Wine Buying Manager, believes that 2021 will see continued growth in areas that were already gaining traction. He points to sherry, English wine, and low and no-alcohol drinks as standout trends.
Sherry revival and English wine breakthrough
Once relegated to dusty drinks cabinets, sherry is experiencing a revival—especially styles like Manzanilla, Amontillado, and Oloroso. Rather than focusing solely on sweet cream sherries, today’s consumers are embracing sherry’s versatility, pairing it with everything from salty charcuterie to rich desserts, and even adding it to martinis for a complex twist.
Meanwhile, English still wine is enjoying a boom following a strong 2019 harvest. “The quality of the 2019 vintage is the best we’ve ever seen,” Matthewson said, noting increased interest in English and Welsh reds, particularly lighter styles that suit evolving palates.
Rosé wine also saw record-breaking sales in 2020, with a 57% increase during autumn alone compared to the previous year. “Pink is officially for all seasons,” Matthewson said, predicting rosé will continue to grow in popularity throughout 2021.
Albariño, Primitivo and no/low alcohol poised for growth
As consumers grow more adventurous, Spanish Albariño and Italian Primitivo are poised for breakout moments. Albariño, in particular, is set to reach mainstream success this year, driven by its fresh, food-friendly profile.
Waitrose also noted a continued shift toward no and low alcohol options, with sales up 22% year on year. Nearly one in five consumers said they plan to try more low- or alcohol-free drinks, reflecting a broader movement toward wellness and moderation.
Other emerging trends include spritzers and the evolution of the flavoured vodka category. Once dominated by gin, the market for flavoured spirits is now embracing vodka with playful profiles like fir, rhubarb, and marmalade—tapping into demand for fun, flavourful drinks with a twist.
The Waitrose wine trends outlined in the report suggest that while consumers are still enjoying familiar comforts, 2021 will be a year of discovery—driven by a desire to experiment, explore, and elevate the at-home drinking experience.