In a surprising turn of events, sales of non-alcoholic drinks have seen a significant surge in June, surpassing the figures from Dry January this year. This trend indicates a steady increase in the UK’s demand for alcohol-free options.

The demand for no- and low-alcohol alternatives has been on the rise throughout the year, a trend that seems to defy the traditional benchmark set by January. The Dry January campaign, initiated by Alcohol Change UK, aims to support individuals seeking to reduce their alcohol intake. This international campaign encourages participants to opt for alcohol alternatives when visiting pubs and restaurants.

However, the sales figures from Dry January have been left trailing behind, as reported by The Telegraph. The report suggests that sales of alcohol-free drinks have soared this summer.

UK supermarket giant Tesco has reported that sales of no/low beer were 25% higher in June than in January. This increase comes at a time when the cost of a pint of lager has risen by more than 50p within a year, as per data from the Office for National Statistics (ONS).

The week leading up to Saturday 17 June saw total average drinks sales in Britain’s managed venues 7% ahead of the same week in 2022, according to CGA by NIQ’s Drinks Recovery Tracker. However, with inflation standing at 8.7%, as per ONS figures, the week’s sales were slightly behind in real terms.

Jess Edmondson, beer buyer at Tesco, attributed the current boom to the availability of authentic-tasting products from brewers who use high-quality ingredients and advanced methods. She said, “This revolution has grown very quickly in the last five years and instead of the thin-tasting alcohol-free beers that were on the market back then, shoppers can now find fuller-bodied equivalents that taste like the real thing.”

The growing confidence in the quality of alcohol-free options has also led consumers to purchase larger pack sizes instead of individual serves. This trend further underscores the rising popularity and acceptance of alcohol-free drinks among consumers.