The annual tradition of “Dry January” became “Wet Monday” at a supermarket, and shoppers returned to alcohol consumption in the middle of the month.
Waitrose said the month was “not so dry after all”, identifying January 12 as “Wet Monday” after sales of wine, beer and spirits rose 11 per cent compared to the previous week.
The grocer noted a “significant softening” of the dry January trend over the past five years, suggesting a more balanced “wet January” approach now prevails.
While alcohol sales in January 2022 were 42 percent lower than other months, this year saw a reduced drop of just 25 percent.
In particular, Argentine and Chilean wine sales saw a considerable boost last month, increasing 25 percent and 27 percent respectively compared to the previous year.
Compared to this time last year, Waitrose.com searches for “Argentine wine”, “red wine” and “Chilean wine” increased by 300%, 63% and 18% respectively.
Pierpaolo Petrassi, director of beer, wine and spirits at Waitrose, said: “Wet is the new dry, as we are seeing customers move away from the 'all or nothing' mentality and instead look towards more conscious, 'wet' moderation rather than abandoning it altogether.
“This shift makes drinks like a luxury Argentine Cabernet sit comfortably alongside premium non-alcoholic spirits as sophisticated sips, demonstrating that the modern palate values flavor profiles and social connection over simply getting high.
“Without a doubt, the no and low trend skyrocketed in 2022 as a result of the 'pandemic reset' transition following the final lockdowns, as well as the widespread use of the 'sober curious' movement on social media.
“Now, 2026 is the year of 'lifestyle,' as customers find balance as part of a more moderate approach to year-round alcohol consumption.”
Data published by trade publication The Spirits Business earlier this year suggested that while 58% of the UK public intended to reduce their consumption, a significant proportion (around 31%) had opted for a “wet January”, reducing consumption rather than eliminating it completely.
