It was meant to be the month when drinkers turned their backs on alcohol, but latest figures show that consumers bought more booze at the supermarket during “Dry January”.
Alcohol sales rose 10 per cent over the four weeks to 27 January with gin proving popular, industry data from Kantar Worldpanel showed on Tuesday.
In all, 53 per cent of households bought alcohol in January while #Ginuary helped gin sales grow by 23 per cent.
Non and low-alcohol beer purchases jumped by 79 per cent.
Despite this, total till roll sales fell by £1.5 billion compared with December, as customers keep a watchful eye on grocery bills after the festive splurge.
