New Year’s resolutions hold strong with record demand for no and low alcohol drinks in ‘Dry January’

New Year’s resolutions by Brits to enjoy a healthier January have held strong, record Tesco sales of low alcohol beer, wine and spirits in ‘Dry January’ can reveal.

In total over the last four weeks, demand for low alcohol beer, wine and spirits has rocketed by more than 100 per cent compared with the same period last year.

This follows the introduction of a new range of low alcohol wines virtually indistinguishable in taste from its alcoholic counterparts before Christmas.

Low alcohol beer

In January, demand for low and no alcohol beers at Tesco has grown by more than 70 per cent year-on-year.

Tesco sells 14 low and no alcohol beers. Among the most popular this month have been Becks Blue and Budweiser Prohibition. Pistonhead Flat Tire, one of the recently launched no alcohol beers, is also performing well.

Low alcohol wines

Demand for low alcohol wine has grown by nearly 250 per cent in January versus last year, with some customer favourites including Tesco’s own label Low Alcohol Sparkling Sauvignon Blanc and Cabernet Tempranillo.

Low alcohol spirits

Last summer Tesco launched its first non-alcoholic spirit, Seedlip Garden ‘gin’, which has proved popular with customers.

Tesco Beer, Wines and Spirits Category Director Rob Cooke said:

“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.  

“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.

“We hope by offering our customers a dedicated range of low and no alcohol drinks we have helped them achieved their goals this ‘Dry January’.”

From 1-23 January Tesco ran a 20 per cent off deal on all its low and no alcohol drinks range.  All low alcohol beer is still available at 20 per cent off until 12 February.

The move was part of a major focus by the supermarket to help customers at a time when health and healthier eating is front of mind, alongside its Helpful Little Swaps and Weekly Little Helps.  


Notes to editors

As part of a wider approach to help colleagues and customers on health, Tesco’s key initiatives in January have included:

  • Helpful ‘little swaps’ – at the front of all large stores a helpful basket comparison will highlight ten ‘little swaps’ that are lower in sat fat, salt and sugar. Taken together the ten little swaps will be 18 per cent lower in price than the less healthy alternative basket. Additionally, 60 healthier alternatives will be highlighted under a ‘Helpful Little Swaps’ banner in-store and online.
  • Weekly Little Helps – each week in January Tesco will offer lower prices on fresh fruit and vegetables in store and online, including apples, avocados and salad tomatoes.
  • Food Love Stories advertising – Tesco will promote the recipe for ‘Nana’s Magic Soup’, offering 2 of your 5 a day per portion, on TV and offer 25 per cent off all ingredients – alongside other Food Love Stories spanning all meal occasions, offering inspiration on healthier cooking.
  • Free Fruit for Kids – increased communication of Tesco’s pioneering Free Fruit for Kids scheme in stores which has seen kids enjoy over 32 million pieces of fruit since launch in 2017.

In addition, Tesco has backed the first Public Health England Change4Life campaign to promote healthier snacking for children.

Tesco has also unveiled a new partnership in January, joining forces with three of the UK’s leading health charities to help tackle the nation’s biggest health challenges. ‘Little Helps for healthier living’ will bring together the skills and expertise of the British Heart Foundation, Cancer Research UK, Diabetes UK and Tesco to help lower the risk of heart and circulatory disease, cancer and Type 2 diabetes.

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