Wild Idol value sales up 113% this summer
Premium alcohol-free sparkling drink Wild Idol is celebrating a “summer of growth” after delivering on an ambitious three-pronged strategy. db finds out more.
From the get-go, the team behind premium alcohol-free sparkling drink Wild Idol pinpointed three areas of focus to get the brand front and foremost in luxury hospitality. These were: presence in the UK’s most prestigious venues, visibility at key cultural events, and working with likeminded retail partners.
According to CEO Paul Beavis, 2025 has proven to be “a strong summer for Wild Idol, with our presence across leading venues and events highlighting the growing demand for top-tier, naturally alcohol-free choices.”
The brand is up by 113% in value sales compared with the same period in 2024, underlining both the strength of consumer interest in the premium alcohol-free category and Wild Idol’s growing role within this.
Speaking to db, Beavis adds that he “looks forward to building on this momentum into the seasons ahead.”
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Exciting activations
Wild Idol has been able to achieve this growth, Beavis says, through “exciting activations and presence at key calendar moments”. These include the drink being served at Coworth Park, The Wimbledon Championships, Royal Ascot and Henley Royal Regatta, as well as being offered at Daylesford Organic farm shops in London and the Cotswolds, and The PIG hotel group’s Summer Cook Outs.
Throughout summer 2025, Wild Idol was poured at the five-star Coworth Park hotel in Ascot on its Rose Lawn Bar, forming part of a wider summer activation offering guests an “elevated alcohol-free sparkling experience”. Beavis says that the partnership reaffirmed Wild Idol’s position as “a leading choice for five-star hospitality, complementing the hotel’s world-class service and guest experience.” Meanwhile, Jonathan Ellson, director of food and beverage for Coworth Park, adds that the hotel “saw a great uptake from our guests who loved the Wild Idol croquet and spa offerings as well as the Rose Lawn offering.”
Seasonal menu pairings
At The PIG hotels, Wild Idol was on offer to complement seasonal menus celebrating British produce. Luke Harbor, group beverage director, called Wild Idol “the perfect partner for our Summer Cook Outs.” Meanwhile, Daylesford Organic showcased Wild Idol in its four pubs as well as stocking it on shelves in its London and Cotswolds farm shops. Ben Pollard, wine and spirits buyer for Daylesford confirms that the brand “fits in seamlessly with our ethos at Daylesford, offering a sustainable, luxury alternative that our customers responded to incredibly well.”
High-profile sporting events, too, were paramount to Wild Idol’s successful summer. Whether courtside or trackside, Wild Idol was received as “a sophisticated, inclusive option that heightened the guest experience without having to compromise on taste or style”, says Beavis.
Crafted from “a superior blend of grapes” by expert winemakers, Wild Idol is vegan, Halal-certified, and gluten-free, and has never contained alcohol.
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