Waitrose has reported that “dry January” turned into “damp Monday” this year, with shoppers reintroducing alcohol mid-month on January 12. The upmarket grocer saw wine, beer and spirit sales jump 11% compared to the previous week, signaling a shift from total abstinence to mindful moderation.
The trend marks a significant change in consumer behavior over the past five years. In January 2022, alcohol sales dropped 42% compared to other months. This January, that decline narrowed to just 25%, suggesting Britons are embracing a more balanced approach to drinking.
Data from The Spirits Business showed that while 58% of the UK public aimed to cut back on alcohol consumption early this year, roughly 31% opted specifically for a “damp January” – reducing rather than eliminating drinks entirely.
Wine Sales Surge
Argentinian wine sales rose 25% last month compared to a year earlier, while Chilean wine jumped 27%. Website searches on Waitrose.com revealed the shift in consumer interest, with “Argentinian wine” searches up 300%, “red wine” up 63%, and “Chilean wine” up 18% compared to last year.
Pierpaolo Petrassi, head of beers, wines and spirits at Waitrose, said in the report: «Damp is the new dry, as we’re seeing customers move away from the ‘all-or-nothing’ mentality and instead look towards more mindful, ‘damp’ moderation rather than quit entirely. This shift sees the likes of a luxury Argentinian Cabernet sitting comfortably alongside premium non-alcoholic spirits as sophisticated sips, proving that the modern palate values flavour profiles and social connection over the buzz alone.»
Dining and Cooking