Supermarket giant Waitrose has reported a significant shift in consumer behaviour during the traditional 'Dry January' period, with the month transforming into what the retailer terms a 'damp January' approach. The upmarket grocer identified January 12th specifically as 'damp Monday', marking a notable mid-month resurgence in alcohol purchasing.
The Rise of 'Damp Monday'
According to Waitrose's latest sales data, January 12th witnessed an 11% increase in alcohol sales compared to the previous week. This surge saw shoppers returning wines, beers, and spirits to their baskets, indicating a departure from complete abstinence. The grocer noted that this pattern reflects a broader five-year trend towards what it describes as a 'significant softening' of the Dry January phenomenon.
Changing Alcohol Consumption Patterns
The data reveals a clear evolution in January drinking habits. In 2022, alcohol sales during January were 42% lower than other months of the year. This year, that gap has narrowed considerably to just a 25% reduction, demonstrating a move towards more moderate consumption rather than complete avoidance.
Pierpaolo Petrassi, Waitrose's head of beers, wines and spirits, commented on this cultural shift: '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.'
Wine Sales Soar as Searches Spike
Particular categories showed remarkable growth during this period. Sales of Argentinian wine increased by 25% compared to January last year, while Chilean wine saw an even more impressive 27% rise. Online search behaviour mirrored this trend, with searches for 'Argentinian wine' on Waitrose.com skyrocketing by 300% compared to the same period last year.
Additional search data revealed increases of 63% for 'red wine' and 18% for 'Chilean wine', indicating sustained consumer interest in premium wine options during what was traditionally a teetotal month.
The 'Lifestyle Year' Approach
Petrassi elaborated on the broader context of this shift: '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. Now, 2026 is the 'lifestyle' year, with customers finding balance as part of a more tempered, year-round approach to drinking.'
This perspective suggests consumers are increasingly viewing alcohol consumption through a lens of sophisticated moderation rather than binary choices between abstinence and indulgence.
Industry-Wide Trend Confirmation
Waitrose's observations align with broader industry data. The Spirits Business trade publication reported earlier this year that while 58% of the UK public aimed to cut back on alcohol consumption in January, approximately 31% had specifically opted for a 'damp January' approach – consciously reducing their intake rather than eliminating it completely.
This represents a substantial minority embracing the middle ground between traditional Dry January participation and unchanged drinking habits.
Premium Products Lead the Way
The trend appears particularly pronounced in premium categories. Petrassi noted: '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.'
This suggests that quality and experience are becoming increasingly important factors in consumer choices, even during periods traditionally associated with abstinence.
