After Dry January, welcome to Sozzled Sunday

IT is expected to be one of 2017’s biggest days of alcohol supermarket sales as abstainers call time early on Dry January.

Sainsbury’s predicts sales of wines, beers and spirits will shoot through the roof today as non-drinkers break their fast a few days early. An estimated two million people across Britain went teetotal this month. The campaign is supported by Alcohol Concern and seen as an opportunity for imbibers to take a break from booze following the festive period and review drinking habits.

Last year, purchases on the last Sunday of January – which fell on the 31st – made up 14 per cent of the entire month’s alcohol sales.

It is expected that purchases of drink today will be double quantities sold in the first Sunday of the month. White wine is anticipated to be the top tipple for those breaking the dry spell, according to analysis of the last two year’s of Sainsbury’s data, followed by lager. The leading spirit sold will be whisky, chased by vodka and gin.

Judith Batchelar, director of Sainsbury’s Brand, said: ‘With four weeks of good habits under our belts already it’s no wonder that Britons are keen to treat themselves this weekend.

‘Even if it does mean breaking those Dry January pledges with a few days to go!’

Although still wine remains the drink of choice to break their booze fast, Sainsbury’s has also noticed an emerging trend for champagne and sparkling wine.

Almost a million more bottles were sold in January 2016 compared to the previous year, and latest sales figures show the rise is continuing.