We looked at alcohol sales in convenience stores around the country. Rate of sale for total Alcohol does fall to its lowest level in January, when compared to the rest of the year. (Taking into account the general increase in rate of sale since the pandemic). This could be due to Dry January or simply the desire to lay off the alcohol a little after the excesses of Christmas and the New Year! It could even be that we’ve still got plenty of wine/beer/spirits left over!

It is interesting to note that since summer the rate of sale for total Alcohol has been falling and is now almost back to pre-pandemic levels. The peak in March-May 20 coincides with the period of lockdowns.

Rate of sale for Alcohol Free products does have a small peak in January which could indicate participation in Dry January. Alcohol free products are also popular during the summer months – they suit drivers coming back from parties, pregnant women, and those who don’t usually partake but who get fed up with sugary soft drinks. There are new products appearing regularly in this relatively new category, and, together with the change in shopper habits due to the pandemic, it is difficult to identify a typical sales profile – but this area could be “one to watch” for the future.

The peaks in May 20 and May 21 are likely due to the increase in awareness of this range due to the number of new products being launched. The types of product first seen In May 2020 were sparkling wine, rose wine, fruit beers and cider. In July 2020 the products included more fruit beer, red wine and lager. In May 2021 there were more lagers and this is when we first see Gordon’s Alcohol Free Gin.