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As the first month of the new year progresses, Waitrose has reported a notable increase in alcohol sales, declaring January 12 as “damp Monday.” This shift reflects a growing trend among consumers who are favouring moderation over total abstinence, with alcohol sales rising 11% from the previous week. This change in consumer behaviour signals a departure from the traditional ‘dry January’ movement that has dominated the early part of the year.
A Shift in Consumer Behaviour
The upmarket supermarket chain noted a significant easing of the dry January phenomenon over the last five years, suggesting that shoppers are increasingly adopting a “damp January” mindset. Historically, alcohol sales in January were down by 42% compared to other months, but this year, the decline has moderated to just 25%. This trend indicates that consumers are not fully committing to abstaining but are instead embracing a more balanced approach to drinking.
Rising Popularity of Argentinian and Chilean Wines
According to Waitrose, wine enthusiasts are particularly drawn to Argentinian and Chilean varieties, with sales of these wines soaring by 25% and 27% respectively compared to the same period last year. A surge in online searches for Argentinian and red wines, as well as Chilean wines, has also been observed, with increases of 300%, 63%, and 18% respectively on Waitrose.com.
Pierpaolo Petrassi, the head of beers, wines, and spirits at Waitrose, remarked, “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 evolution in consumer preferences highlights a demand for sophisticated options that offer flavour and social enjoyment without the pressure of total sobriety.
The Impact of the ‘Sober Curious’ Movement
The rise of the no and low-alcohol trend can be traced back to the pandemic, which has reshaped drinking habits globally. The ‘sober curious’ movement gained momentum during lockdowns and has continued to influence consumer choices in 2026. Shoppers are now gravitating towards a lifestyle that embraces moderation, blending luxury items like Argentinian Cabernet with premium non-alcoholic alternatives.
Data from the Spirits Business publication indicates that while 58% of the UK population is aiming to reduce their alcohol intake this year, approximately 31% have opted for a more moderate approach, indicative of the damp January trend. This reflects broader societal shifts towards health consciousness and mindful consumption.
Why it Matters
The transformation of January drinking habits is more than just a trend; it illustrates a significant cultural shift in how people view alcohol consumption. As consumers prioritise balance and moderation, businesses like Waitrose are adapting to meet these new demands. This evolving landscape not only impacts sales figures but also shapes the broader market for beverages, pushing brands to innovate and cater to a more discerning clientele. The implications of this shift are profound, as they may redefine social norms around drinking and influence product offerings for years to come.
