New Year's resolutions by Brits to enjoy a healthier January have held strong, record Tesco sales of low alcohol beer, wine and spirits in 'Dry January' can reveal.
In total over the last four weeks, demand for low alcohol beer, wine and spirits has rocketed by more than 100% compared with the same period last year.
This follows the introduction of a new range of low alcohol wines virtually indistinguishable in taste from its alcoholic counterparts before Christmas.
Low alcohol beer
In January, demand for low and no alcohol beers at Tesco has grown by more than 70 per cent year-on-year.
Tesco sells 14 low and no alcohol beers. Among the most popular this month have been Becks Blue and Budweiser Prohibition. Pistonhead Flat Tire, one of the recently launched no alcohol beers, is also performing well.
Low alcohol wines
Demand for low alcohol wine has grown by nearly 250 per cent in January versus last year, with some customer favourites including Tesco's own label Low Alcohol Sparkling Sauvignon Blanc and Cabernet Tempranillo.
Low alcohol spirits
Last summer Tesco launched its first non-alcoholic spirit, Seedlip Garden 'gin', which has proved popular with customers.
Tesco Beer, Wines and Spirits Category Director, Rob Cooke said, '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.
'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 achieved their goals this 'Dry January'.'
From 1-23 January Tesco ran a 20% off deal on all its low and no alcohol drinks range. All low alcohol beer is still available at 20% off until 12 February. The move was part of a major focus by the supermarket to help customers at a time when health and healthier eating is front of mind, alongside its Helpful Little Swaps and Weekly Little Helps.