How Dry January Evolved Into Damp Monday at Waitrose Supermarkets
The annual tradition of Dry January has undergone a significant transformation at one of Britain's leading supermarkets, with Waitrose officially naming January 12 as "Damp Monday" following a notable resurgence in alcohol purchases. The retailer observed an 11 per cent increase in sales of wines, beers, and spirits compared to the previous week, signalling a shift away from complete abstinence towards more balanced consumption patterns.
The Softening of Dry January Trends
Waitrose has documented a "significant softening" of the Dry January movement over the past five years, indicating that what was once a strict month of teetotalism has evolved into a more moderate "Damp January" approach for many consumers. This change is reflected in sales data: while alcohol sales in January 2022 were 42 per cent lower than in other months, this year witnessed a reduced decline of just 25 per cent.
The supermarket's analysis reveals a growing preference for mindful moderation rather than outright elimination of alcohol. Pierpaolo Petrassi, head of beers, wines and spirits at Waitrose, commented: "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."
Surge in Premium Wine Sales
Particular categories experienced remarkable growth during this period of moderated consumption. Argentinian and Chilean wine sales saw substantial increases last month, rising by 25 per cent and 27 per cent respectively compared to the previous year. Online search behaviour mirrored this trend, with searches for "Argentinian wine" increasing by 300 per cent, "red wine" by 63 per cent, and "Chilean wine" by 18 per cent compared to the same period last year.
Petrassi elaborated on this development: "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."
The Evolution of Drinking Culture
The transition from strict Dry January to more flexible moderation reflects broader changes in British drinking culture. Petrassi noted: "No doubt the no and low trend skyrocketed in 2022 as the result of the 'pandemic reset' transitioning out of the final lockdowns, as well as the 'sober curious' movement going mainstream on social media."
He added: "Now, 2026 is the 'lifestyle' year, with customers finding balance as part of a more tempered, year-round approach to drinking." This perspective aligns with data from The Spirits Business trade publication, which reported earlier this year that while 58 per cent of the UK public aimed to cut back on alcohol, approximately 31 per cent had specifically chosen a "damp January" approach—reducing their intake rather than eliminating it completely.
Changing Consumer Behaviour Patterns
The emergence of Damp Monday and the broader Damp January trend represents a fundamental shift in how British consumers approach alcohol consumption. Key observations include:
- A move away from binary thinking about alcohol towards more nuanced moderation
- Increased interest in premium alcoholic products alongside non-alcoholic alternatives
- Greater emphasis on flavour profiles and social experiences rather than just intoxication
- A year-round approach to balanced drinking rather than extreme monthly challenges
This evolution suggests that while health consciousness remains important to consumers, they are increasingly seeking sustainable, balanced approaches to alcohol that fit within their overall lifestyle rather than adopting temporary, extreme measures.
