Dry January: supermarkets cash in as 8.5m take break from booze
Britain’s biggest supermarkets have been increasing the cost of low and no-alcohol drinks as 8.5 million Britons pledge to complete Dry January.
The average price of nine brands, including Birra Moretti Zero and Guinness Draught 0.0, have increased by 22.3 per cent at Tesco, Sainsbury’s, Asda, Morrisons and Waitrose since the start of December, according to research by The Grocer magazine.
The biggest single increase was at Waitrose, where bottles of Erdinger Alkoholfrei Wheat Beer increased 75 per cent from £1 to £1.75. At Sainsbury’s 12-packs of Heineken 0.0 jumped 64 per cent from £7 to £11.50. The trade magazine noted that the average price of low and no-alcohol beers had risen faster than full-strength beers over the past year despite not being subject to
