Tesco sees surge in sales of low-alcohol drinks during '˜Dry January'

As ‘Dry January’ comes to an end, the national campaign run by UK charity Alcohol Concern has been hailed a success by supermarket giant Tesco.

Britain's biggest retailer reports record sales of low alcohol beer, wine and spirits during ‘Dry January’, the 31-day break from booze that some 5.6 million Brits committed to.

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Over the last four weeks, Tesco says that demand for low alcohol beer, wine and spirits rocketed by more than 100 per cent compared with the same period last year.

This follows the introduction of the supermarket chain’s new range of low alcohol wines, which it claims are virtually indistinguishable in taste from its alcoholic counterparts before Christmas.

Sales of Tesco's low-alcohol wines grew by 250 per cent during ‘Dry January’, with customers opting for Tesco’s private label Low Alcohol Sparkling Sauvignon Blanc and Cabernet Tempranillo, the retailer said.

Demand for low- and no-alcohol beers grew by over 70 per cent year-on-year.

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Tesco said Becks Blue and Budweiser Prohibition were among the most popular, while Pistonhead Flat Tire also performed well.

“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,” said Rob Cooke, Tesco beer, wines and spirits category director.

“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 achieve their goals this ‘Dry January’.

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