Behind the scenes

Doing Dry January? You’re not alone

29.1.2024

Translation: Eva Francis

Dry January has reached online retailer Galaxus, as sales of alcoholic beverages reveal. They’ve plummeted by over 50% compared to the previous month. Customers are currently abstaining most from red wine and gin.

It’s a classic New Year’s resolution: to drink less alcohol – and to start straight away. In other words, doing Dry January – a month without IPA, whisky sours, prosecco and other alcoholic drinks. This trend is reflected in Galaxus’ sales figures. In the first three weeks of the year, customers ordered 53% fewer alcoholic beverages than in the same period in December 2023.
Red wine is experiencing the biggest plunge, with customers buying 80% less Merlot, Primitivo and the like. Sales of spirits, such as gin and whisky, has decreased by around 55%.

Having said that, December’s usually the best month for sales of alcoholic drinks on Galaxus. Sales figures were already lower in January 2023 than in December 2022. Considering 2023 as a whole, sales of beer, wine and spirits increased slightly compared to the previous year.

And here’s a fun fact for you: Instead of alcohol, Galaxus customers seem to be enjoying fruit juices and smoothies, as 80% more of these drinks were ordered in January than in the previous month. Biotta juices, which are often used as part of a juice detox, proved particularly popular. They accounted for over 90% of all juice and smoothie sales in January.

Are you going without alcohol this month? What’s your opinion on Dry January? Let us know in the comments!

Header image: Shutterstock

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Tobias Heller

Communications Manager

Tobias.Heller@digitecgalaxus.ch

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