Tesco has launched a new campaign, Find Your Balance, this September in partnership with Drinkaware, helping customers who want to moderate their drinking by making low and no alcohol options more visible, accessible and easier to try.
Tesco Media’s own insight shows that 42% of customers are looking to moderate their drinking*, with recent Drinkaware figures also showing that 36% of UK drinkers drink at home weekly or more often, either alone or with people in their household. This highlights the important role retailers can play in helping consumers access trusted information and support at key moments of decision-making.
To support customers looking to explore low and no alcohol alternatives, for the first time Tesco will be offering a 20% off all low and no-alcohol drinks at large Tesco stores and online throughout September. The discount will run from Thursday 3 September until Monday 5 October across the category.
The Find Your Balance campaign encourages people to better understand their drinking, consider the role alcohol plays in their lives and find a balance that works for them. This is particularly important at home, where alcohol is often unmeasured, making it harder to keep track of units and understand how much is being consumed.
The Tesco insight reflects a wider national trend identified by Drinkaware. According to the 2026 Drinkaware Monitor, 91% of UK drinkers use at least one technique to moderate their drinking, up from 87% in 2025.
The research also found that 39% of drinkers have tried to reduce their drinking in the past 12 months, up from 36% in 2025, while nearly half of drinkers (48%) consume no- or low-alcohol drinks as a way to moderate their drinking, up from 44% in 2025.
The findings suggest that low and no alcohol products are becoming an increasingly mainstream choice, and September offers an opportunity to build new and different habits. Trying new no and low alcohol products can provide customers with an opportunity to discover new brands when they shop.
For Tesco customers, the campaign helps make low and no alcohol choices visible, normalised and easy to consider. The Find Your Balance campaign will be supported across Tesco stores through point of sale, digital screens in stores and at front of stores, a social media campaign, and advertising on the Tesco.com website and Scan As You Shop devices.
David Coulshed, Drinks Category Director at Tesco, said: “More of our customers are telling us they are looking to moderate, and we’re seeing growing 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 alternatives as part of their regular shop. By offering a Clubcard discount across the entire low and no alcohol range throughout September, we hope to help customers explore new products and find options that work for them.”
Karen Tyrell, CEO, Drinkaware, said: “We are incredibly proud to be working with Tesco on this campaign. Partnerships like this are vital in making moderation a more visible and accessible part of everyday life, reaching people in settings 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 an everyday retail environment, helping moderation feel more relevant, achievable, and normal for people across the UK.”
A number of brands are directly supporting the Drinkaware Find Your Balance campaign, including Australian Vintage Wines, Estrella Damm, HEINEKEN UK, REAL Slow Fermented Sparkling Tea and Thatcher’s.
