Major UK supermarket makes huge change to meal deals with new options – but critics say ‘it doesn’t make sense’
A MAJOR UK supermarket has made a huge change to its meal deals with a new category of options.
But critics say the move "doesn't make sense" - as Brits will find it too much of a culture shock.
In addition to the usual range of soft drinks, Sainsbury's shoppers will now be able to purchase a non-alcoholic lager to go along with their meal deal.
Options so far include Lucky Saint lager - which has gained huge popularity amid teetotal pub-goers in recent years - and Corona Cero.
The decision comes as Gen Z are increasingly opting for non-alcoholic options - with sales in the booze-free sector hitting £320 million last year.
But sceptics think Brits will be put off by the idea of seemingly swigging lager at their desks.
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Ged Futter, a former Asda buyer, told : "I don’t understand why they’re doing it. It doesn’t make sense.
"You’ve got so many cultural norms that you’ve got to get over, and retailers are risk-averse."
Beer expert Pete Brown agreed that the supermarket would have to overcome a long-running stigma around daytime drinking if the policy was to be a success.
He added: "I always think that the British culture has a very paternalistic attitude to alcohol, like we need to be treated like children.
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"It’s like we can’t be trusted with it, or we’re going to do something bad, and we buy into that."
However, Pete said that he personally saw nothing wrong with drinking booze-free beer at lunch - as it is a tasty option with no adverse effects on health or productivity.
Over three quarters of Brits agree with this assessment, according to a report by drinks industry consultancy KAM, rising to 85 per cent among 18 to 24-year-olds.
A Sainsbury's spokesperson told The Sun: "We are committed to offering customers choice and have a wide variety of options within our meal deals.
"This includes two alcohol-free beers - Lucky Saint and Corona Cero.
"These are just two of over 300 drink options available in the meal deal offer, including hot drinks and freshly squeezed orange juice from the in-store juicer."
Despite the increasing thirst for low-alcohol drinks in the UK, some beer makers have faced criticism for their steep pricing.
Companies are not charged alcohol tax on booze-free beverages - so customers should enjoy cheaper prices compared to their alcoholic counterparts.
Yet, a 4x440ml case of Guinness 0.0 in Tesco costs exactly the same as a pack of full-strength pack.
Similarly, a 12x330ml case of non-alcoholic Heineken sets you back £11.50, which is just 50p than the regular booze.
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And a pack of four 330ml bottles of non-alcoholic lager Lucky Saint costs £6 in Tesco – more expensive than a similar sized pack of many alcoholic beers.
Lucky Saint founder Luke Boase has defended the pricing, however, saying the guilt-free lager uses premium ingredients and takes six weeks to brew.
