UK | Waitrose has observed a significant 'softening' of the Dry January trend.
This year, the January slump ended early on the 12th, when shoppers began adding more wines, beers, and spirits to their baskets, with sales up 11 percent compared to the week before.
In January 2022, alcohol sales were around 42 percent lower on average than in the other months of the year. In January 2026, this reduction wasmuch smaller, around 25 percent, signalling a more balanced 'Damp January' approach.
For example, compared to this time last year, sales for:
- Argentinian wine +25 percent
- Chilean wine +27 percent
Compared to this time last year, searches on Waitrose online:
- ‘Argentinian wine’ +300 percent
- ‘Red wine’ +63 percent
- ‘Chilean wine’ +18 percent
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,” said Pierpaolo Petrassi, Head of Beers, Wines & Spirits MW at Waitrose.
“No doubt the no and low trend skyrocketed in 2022 as a result of the ‘pandemic reset’ transitioning out of the final lockdowns, as well as the ‘sober curious’ movement going mainstream on social media. Now, 2026 is the ‘lifestyle’ year, with customers finding balance as part of a more tempered, year-round approach to drinking.”
Data from early 2026 suggested that while 58 percent of the UK public aimed to cut back, a significant portion, roughly 31 percent, opted for a "Damp January", reducing intake rather than cutting it out entirely.
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