Sip, Sip, Hooray! Dry January ends early this ‘Wet Weekend’

Brits can expect a ‘Wet Weekend’ with a difference on January 28 and 29, as many wave goodbye to Dry January…three days before February begins.

According to trend data from Sainsbury’s, sales of beers, wines and spirits will reach a monthly peak this weekend, as the nation raises a toast to the end of January.

In 2016, the last weekend in January accounted for 14% of the supermarket chain’s entire month’s alcohol sales. More than double the number of bottles were sold compared with the first weekend of the month.

Based on analysis of Sainsbury’s January sales data from 2015, still wine will be the top tipple of choice for those breaking the New Year dry spell, followed by spirits and then lager,

More specifically, white, New World wine is predicted to be the drink most likely used to fall off the wagon. The top spirit will be whisky, followed by vodka and then gin.

Judith Batchelar, director of Sainsbury’s Brand, said: “With four weeks of good habits under our belts already, and the last pay day feeling like a distant memory for most, it’s no wonder Britons are keen to treat themselves this weekend…even if it does mean breaking those Dry January pledges with a few days to go.”

An estimated two million Brits gave up booze last January, but according to Sainsbury’s, many fell off the wagon as the month progressed.

Alcohol sales rose steadily during January in 2015 and 2016, reaching peak levels on the last Saturday – dubbed ‘Sip Saturday’. With Friday (January 27) being the first payday of 2017 for many, Sainsbury’s expects a repeat performance this weekend.

Although still wine remains unrivalled as the ‘Wet Weekend’ winner, Sainsbury’s has also noticed an emerging trend for champagne and sparkling wine. Almost a million more bottles were sold in January 2016 compared with the previous year, and latest sales figures show the uplift is continuing.

There was an almost 20% uplift in champagne and sparkling wine sales in the first two weeks of 2017 compared with two years ago, showing the nation is increasingly choosing fizz for more than just special celebrations.

Judith said: “Sparkling wines and champagnes have become increasingly popular ‘everyday’ drinks in recent years.

“Whether it’s a celebration of the first payday of the year or simply the end of what can be a miserable month for many, customers can find their tipple of choice at great value at Sainsbury’s.”

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