Tesco's 'Dry January' Sees Boost In Sales Of Low-Alcohol Drinks

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Tesco's 'Dry January' Sees Boost In Sales Of Low-Alcohol Drinks

UK retailer Tesco has announced record sales of low-alcohol beer, wine and spirits during ‘Dry January’, following a promotion of its low- and no-alcohol range.

Tesco says that demand for low-alcohol beer, wine and spirits has rocketed by over 100% in the last four weeks, compared to the same period last year.

This follows the pre-Christmas introduction of a new range of low-alcohol wines, which taste virtually the same as their alcoholic counterparts, according to the retailer.

Tesco ran a Dry January promotion, offering 20% off all drinks in this category from 1 to 23 January. The discount on its low-alcohol beers continues until 12 February.

Increasing Demand

Tesco’s low-alcohol wines saw sales grow by 250% during the period, with customers opting for Tesco’s private-label Low Alcohol Sparkling Sauvignon Blanc and Cabernet Tempranillo, according to the retailer.


Looking at low- and no-alcohol beers, demand grew by over 70% year on year. Among the most popular have been Beck’s Blue and Budweiser Prohibition, while Pistonhead Flat Tire also performed well, according to the retailer.

“We’re seeing an increasing number of customers who want to enjoy the social aspect of having a drink without the alcohol, but still want a quality wine-, beer- or cocktail-drinking experience,” said Rob Cooke, Tesco’s category director for beer, wines and spirits.

Health Focus

This promotion was part of a focus by the supermarket to help customers at a time when healthy eating is front of mind, alongside its ‘Helpful Little Swaps’ and ‘Weekly Little Helps’ campaigns, according to Tesco.

“Due to the increasing quality of low- and no-alcohol products, there has been significant growth in this area, with this January seeing our highest-ever customer demand,” Cooke continued.


“We hope, by offering our customers a dedicated range of low- and no-alcohol drinks, we have helped them achieve their goals this Dry January,” he concluded.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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