Despite the UK's annual health campaign Dry January and the ongoing restrictions of England’s third national lockdown, alcohol sales are climbing steeply across the country. New data shows that weekly wine sales at Waitrose are up by 33% compared to the same time last year, while beer sales have jumped by 49%.

The figures, reported by The Sun, paint a clear picture of the nation's shifting habits, as home drinking remains a key feature of pandemic life. While January is typically marked by a dip in alcohol sales due to resolutions and detoxes, 2021 has bucked the trend, with spirits showing the most dramatic growth.

Waitrose has seen rum sales rise by 64% and tequila sales by 56%, suggesting that consumers are reaching for celebratory or exotic options to break the monotony of lockdown. Other supermarkets have reported that cream liqueurs, such as Baileys, have doubled in sales—perhaps reflecting a turn towards comfort-driven indulgence.

Dry January efforts losing steam

The surge in alcohol sales comes as more and more participants are reported to be abandoning their Dry January commitments. By 6 January, just a few days into the challenge, 2.7 million Brits had already given up, according to figures shared last week. The pressures of isolation, remote working, and the psychological toll of lockdown appear to be driving this reversal.

A YouGov poll confirmed that by the end of the campaign’s first week, one-third of Dry January participants had already consumed alcohol. This further underscores the impact of the pandemic on lifestyle choices and the challenge of staying on track with wellness goals in such uncertain times.

Online alcohol sales hit record levels

With people staying at home more than ever, online alcohol retailers are also experiencing unprecedented demand. The Sun reports that online off-licence The Drop Store saw sales grow eight-fold in just the first 12 days of January, reflecting a wider trend toward digital shopping for food and drink.

Retailers have adapted quickly, with many enhancing their digital infrastructure and expanding delivery options to meet consumer demand. Lockdown and health concerns have driven many shoppers online, while the convenience of home delivery has further fueled growth.

Spirits take centre stage in pandemic drinking habits

Although beer and wine remain household staples, spirits are emerging as the category of choice for many during lockdown. Whether it's crafting cocktails at home or experimenting with new flavours, consumers seem to be opting for more varied and perhaps celebratory choices to lift the mood.

The popularity of rum and tequila—often associated with holidays or parties—may suggest that consumers are trying to recreate special moments from the comfort of their homes. Meanwhile, the rise in cream liqueur consumption could be linked to the colder weather and a desire for richer, indulgent drinks during long winter evenings.

The lockdown alcohol sales boom demonstrates just how significantly consumer habits have shifted over the past year. While public health campaigns like Dry January continue to attract large numbers of participants, the realities of pandemic life mean that sticking to these goals is harder than ever.

As the UK continues through periods of uncertainty, it seems likely that home drinking—whether in moderation or as a treat—will remain a fixture of the national routine for the foreseeable future.