St Peter’s Brewery, which produces, a range of 0% alcohol beers, has seen sales soar during the first month of the year as more Brits than ever before take part in Dry January.
During the month, its Without Original featured prominently in Tesco’s UK-wide Dry January promotion and sales of the beer increased by 30%. Sales proved similarly buoyant for Without Gold, which is sold exclusively through Morrison’s stores nationwide, with sales increasing by 40%.
According to a YouGov survey, 3.1 million people in the UK took part in Dry January this year.
St Peter’s chief executive, Steve Magnall, said: “Dry January has once again proven to be a fantastic sales opportunity for us, particularly as our range of 0.0% alcohol beers really do taste as good as their alcoholic counterparts. We saw sales of our Without brand grow across the board during January as more people looked for alcohol-free alternatives.
“The great thing about Dry January is not only the fact that is an excellent initiative, but it also helps to highlight the quality and diversity of alcohol-free drinks now available in the UK. As one of the few 0.0% alcohol beer brands, Without proved an excellent choice and our sales reflected that.”