Waitrose reported a significant increase in alcohol sales last month, compared to previous years, suggesting a softening in the Dry January trend.

In January 2022, sales decreased by 42% on average, while this year there was only a reduction of around 25%.

Sales were particularly high on 12 January, going up by 11% as shoppers added more wines, beers and spirits back into their baskets.

The retailer saw sales of Argentinian and Chilean wine increase by 25% and 26%, respectively, year-over-year.

Pierpaolo Petrassi, head of beers, wines & spirits at Waitrose said: “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.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“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.”

More customers were also seeking alcoholic options compared to the same period last year, with searches on Waitrose for Argentinian, Red and Chilean wine growing by 300%, 63% and 18%, respectively.

Petrassi said the previous growth of the no/low alcohol trend in January 2022 was driven by the transition out of the pandemic lockdowns and the growth of the sober curious movement on social media.

These figures come as research from the Spirits Business revealed that while 58% of the UK public aimed to stop drinking, 31% chose a “Damp January”, which is reducing consumption rather than cutting it out completely.