Shandy Sales Surge as Nostalgic British Drink Sees Revival

Shandy, a classic British beverage mixing beer with a non-alcoholic citrus drink, is experiencing a notable revival, with sales surging in recent months. This resurgence is attributed to evolving drinking habits, a demand for lower-alcohol options, and a growing appreciation for retro products among younger consumers.

Retailers have noted a significant uptick in shandy sales, with online grocer Ocado reporting a 40% year-on-year increase in its shandy range for the year to date. The drink, first popularized in the 19th century and known then as shandygaff, traditionally combined beer with ginger ale or ginger beer. By the late 19th century, ginger ale was largely replaced by lemonade or lemon soda, and the name shortened to shandy.

Jane Peyton, founder of the School of Booze, explained that shandy fell out of fashion in the 1990s as a wider variety of adult soft drinks appealed to younger demographics. However, the drink's perception has undergone a transformation, with even Hollywood actor Tom Holland's non-alcoholic beer brand, Bero, launching a limited edition shandy range. This shift reflects a broader trend towards retro and "old school" products that are now considered fashionable.

The current popularity of shandy is also closely linked to the broader growth in low and zero-alcohol beer. Data from the British Beer and Pub Association (BBPA) shows that low and zero-alcohol beer is the alcohol industry's fastest-growing category in the UK, with volumes increasing by 870% since 2013. Last year, approximately 200 million low and no-alcohol beers were consumed, marking a record year for the category.

Tom Stevens, co-founder of Shandy Shack, which launched in 2018, believes that shandy has always been a quality drink but was perceived as outdated. He noted that while beer styles evolved and cocktails gained popularity, shandy retained a reputation as a drink for older generations. Shandy Shack aims to offer a fresh take on the beverage.

Additionally, the recent heatwaves have contributed to the surge in shandy sales, as consumers seek out thirst-quenching, light, and refreshing options. Emma McClarkin, chief executive of the BBPA, highlighted that a shandy can be an ideal choice for those seeking a lighter beverage, particularly in pub gardens during warm weather.

This renewed interest in shandy positions it as a viable and appealing option for contemporary drinkers seeking flavor and quality without the high alcohol content. As Stevens put it, "shandy's back – and it's about time."