Dry January fans drive record sales for Eisberg

11 March, 2016

The popularity of Dry January this year has helped drive record sales for alcohol-free wine Eisberg, according to brand owner Halewood.

Sales for the brand, which has a range covering red, white and rose varieties, were up eight per cent year-on-year in the first month of 2016, and sales rose above 20,000 cases for the first time ever.

The company saw big demand for Eisberg’s alcohol-free white wines, with Chardonnay sales up 99 per cent and the newly-launched Sauvignon Blanc accounting for 15 per cent of the month’s total sales.

Dan Harwood, brand activation manager for Eisberg, said: “January’s charity abstinence from alcohol is now a firm fixture in the calendar, but people are choosing to reduce their alcohol consumption throughout the year, too. Those choosing not to drink alcohol don’t stop going out or having fun and they are turning to proper, ‘grown-up’ alternatives to their favourite tipples.

“The launch of Eisberg’s Sauvignon Blanc, in particular, has been very significant for the brand as this is the ‘go-to’ white for UK wine drinkers, and is a name and grape consumers recognise and demand.”

According to charity Alcohol Concern, one in six Brits took part in Dry January this year.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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