What is the 'Damp January' trend?

The 'Damp January' trend signifies consumers choosing to reduce their alcohol intake moderately rather than abstaining completely during January.

Why are consumers opting for 'Damp January' instead of 'Dry January'?

Consumers are moving away from an 'all-or-nothing' mentality, preferring mindful moderation that balances flavor and social connection over complete abstinence.

Which wine sales have seen a significant boost due to the 'Damp January' trend?

Sales of Argentinian and Chilean wines experienced considerable year-on-year boosts last month, with searches for Argentinian wine increasing by 300%.

Home / Lifestyle / Beyond Dry January: Consumers Choose 'Damp' Approach to Alcohol

Beyond Dry January: Consumers Choose 'Damp' Approach to Alcohol

2 Feb

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Summary

Waitrose noted an 11% rise in alcohol sales mid-January.
A 'Damp January' approach is replacing complete abstinence trends.
Sales of Argentinian and Chilean wines saw significant year-on-year boosts.

Beyond Dry January: Consumers Choose 'Damp' Approach to Alcohol

The concept of 'Dry January' is giving way to a more moderate 'Damp January,' as consumers increasingly choose to reduce alcohol intake rather than abstain entirely. Last month, a notable shift occurred around January 12, dubbed 'Damp Monday,' with supermarket Waitrose reporting an 11% increase in wine, beer, and spirits sales compared to the preceding week.

Waitrose has observed a softening of the strict 'Dry January' trend over the past five years, with January 2026 seeing alcohol sales only 25% lower than other months, a significant improvement from the 42% drop in January 2022. This year, sales of Argentinian and Chilean wines rose by 25% and 27% respectively compared to the previous year. Searches for Argentinian wine on Waitrose.com increased by 300%.

This movement towards mindful moderation, or 'damp' drinking, reflects a broader societal shift. Consumers are prioritizing flavor and social connection, incorporating non-alcoholic options alongside alcoholic beverages. Experts predict that 2026 will be a year of 'lifestyle' balance, with consumers adopting a more tempered, year-round approach to alcohol consumption, moving away from an 'all-or-nothing' mentality.