Tesco has introduced the Find Your Balance campaign this September, in partnership with Drinkaware, to assist customers who wish to moderate their alcohol intake. The initiative focuses on making low and no alcohol options more visible, accessible, and easier for shoppers to try both in-store and online.
Insights from Tesco Media reveal that 42% of customers are aiming to moderate their drinking habits. Additionally, recent figures from Drinkaware indicate that 36% of UK drinkers consume alcohol at home weekly or more, either alone or with household members. This underscores the significant role retailers can play in providing trusted information and support at critical points of decision-making.
As part of the campaign, Tesco is offering a 20% discount on all low and no alcohol drinks in larger Tesco stores and online from Thursday 3 September until Monday 5 October. This is the first time such an offer has been applied across the entire category.
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The Find Your Balance campaign encourages individuals to better understand their drinking patterns, reflect on the role of alcohol in their lives, and find a balanced approach that suits them. The initiative particularly emphasises the challenges of drinking at home, where alcohol consumption often goes unmeasured, making it difficult to track units consumed.
David Coulshed, Drinks Category Director at Tesco, commented: “More of our customers are telling us they want to moderate, and we’re seeing increased interest in low and no alcohol options across beers, wines, and spirits. Working with Drinkaware, we’re making it easier for customers to discover and try these alternatives as part of their regular shopping. By offering a Clubcard discount on all low and no alcohol products throughout September, we hope to help customers explore new choices and find options that suit them.”
Karen Tyrell, CEO of Drinkaware, said: “We are incredibly proud to be working with Tesco on this campaign. Partnerships like this are essential to making moderation a more visible and accessible part of everyday life, reaching people where real decisions about alcohol are made. By combining Drinkaware’s expertise with Tesco’s scale and reach, we can bring conversations about balance and informed choice into everyday retail settings, making moderation feel more relevant, achievable, and normal for people across the UK.”