Cost of living: Bristol resident labels food prices 'outrageous'
Supermarkets are charging more for zero-alcohol drinks than their alcoholic equivalents.
Health-conscious Britons who are ditching booze in soaring numbers have created a £450million market in alternatives.
But many consumers are getting a sobering shock when they arrive at the checkout.
Ahead of Alcohol Awareness Week this paper compared supermarket prices.
It found some alcohol-free drinks cost 20 percent more than their boozy equivalents.
Experts say retailers are charging a high price due to booming demand.
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Consumer expert Martyn James said: “The non-alcohol market is booming right now which is likely fuelling these rocketing prices.
“The standard is getting better and better but, ultimately, if you want to lose weight and save some cash, you’d be better off sticking to sparkling water with ice and lemon or diet coke. I think it’s morally reprehensible to tax us for good intentions. We need to encourage people to live better, not charge them more for doing the right thing.
“They could subsidise non-alcoholic drinks with some of the tax money the Government is siphoning off if need be, but this price hiking needs to stop right now.”
Shopping expert Jane Hawkes added: “This is a big kick in the teeth for those with the best intentions.”
But Tom Ward, founder of alcohol-free drinks retailer Wise Bartender, said the new wave of quality drinks were worth the higher prices.
He said: “Alcohol-free drinks have improved beyond recognition in quality and availability over the last few years.
“These drinks may not contain alcohol, but they have still been produced with the finest quality ingredients, love and care that justify a premium price point.”
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