Dry January shock for millions as supermarkets hike prices of low and non-alcohol beer by 22%
Supermarkets are reportedly raising the prices of low and non-alcohol beers
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Millions of Britons are being hit with staggering price hikes for low and non-alcohol beers during Dry January, according to new analysis.
Some 8.5 million people, which is around one in six adults, are expected to go alcohol-free this month, charity Alcohol Change reports.
Tesco, Asda and Sainsbury’s are among the supermarkets which have increased prices of low and no-alcohol beverages in recent weeks.
Research carried out by The Grocer magazine found that the average cost of nine popular brands, including Birra Moretti Zero and Guinness Draught 0.0 have risen by 22.3 percent.
Tesco is among the supermarkets taking advantage of the campaign
TESCOPrice hikes have been seen in Morrisons and Waitrose, as well as Tesco, Asda and Sainsbury’s, since the beginning of December 2023, according to the publication.
Waitrose was found to have the biggest single cost increase with Erdinger Alkolfrei Wheat Beer bottles going up by 75 per cent from £1 to £1.75.
On top of this, 12-packs of Heineken 0.0 rose by 64 per cent from £7 to £11.50 at Sainsbury’s from last month.
The trade magazine reports the average price of low and no-alcohol beers have jumped faster than full-strength beers in the past year.
This is despite the fact that these drinks are not subject to any duty increases with the duty on higher-strength beers going up by 10.1 per cent in August 2023.
More Britons have opted to take part in the Dry January campaign in recent years as part of their New Year resolutions but it has provoked the ire of the pub industry.
Emma McClarkin, the chief executive of the British Beer and Pub Association, reiterated the importance of the public supporting their local pubs during Dry January.
She explained: “Pubs are at the heart of our communities for everyone, regardless of what they’re drinking.
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Non-alcohol and low alcohol beer has shot up in price
PA“With almost 90 per cent of pubs now serving at least one low or no-alcohol beer, it’s clear everyone can get down to their local this January to enjoy a cold pint.”
The increasing popularity for the campaign has led to JD Weatherspoon boss Sir Time Martin describing Dry January as a “cult”. To counter the event, the pub chain has slashed the price of beer with a Bud Light or Doom Bar costing £1.99 until January 17.
Other companies are using Dry January to their advantage to get more business from those going sober for the month. Mitchell & Butlers has confirmed it will hand out 10,000 pints of Lucky Saint, a low-alcohol beer, at its locations from January 15.
The Dry January campaign was launched in 2013 by Emily Robinson of Alcohol Change UK, formerly known as Alcohol Concern. According to Mr Robinson, the idea for Dry January came to her after signing up for her first half-marathon.
She said: “I wanted to be fitter and healthier, and I knew that alcohol makes it harder to get up every day and train. So I decided, just for one month, to give up alcohol in January.”
A Sainsbury’s spokesperson said: “Prices can go up and down for a range of reasons but we’re committed to offering our customers great value. That’s why right now customers will find a range of savings across low-alcohol and alcohol-free beer with Nectar Prices.”
A Waitrose spokesperson said: “While no retailer is immune to inflation, we work closely with our suppliers to keep costs down. As a result, many of our prices have stayed flat, whilst others have been closely managed.”
A brewery spokesperson for Erdinger said: "To compare prices year on year without any context can be misleading. In January 2023, ERDINGER Alkoholfrei was available for sale in some stores in the UK at an exceptional price of £1 for a 500ml bottle as part of a time-limited promotion which has not been repeated in 2024.
"At its current selling price, we believe that retailers are providing great value for customers as ERDINGER Weissbräu wheat beer specialities always offer first-class, quality beers brewed to the highest standards using only top-quality raw materials."
GB News has contacted Asda, Morrisons and Tesco for comment. GB has also contacted Birra Morretti, Guinness and Erdinger for comment.