Drinkaware in Asda

Asda has teamed up with Drinkaware to offer advice

Dry January is playing out in supermarket booze aisles, with mults encouraging shoppers to make healthier drinking choices after the excesses of the festive period.

Tesco this week slashed 20% off the price of all no and low-alcohol brands across 750 stores, in an effort to boost sales of ‘virtuous’ booze as many shoppers go ‘dry’ for the month.

The push, which will run until 22 January, was a “fantastic way to redefine” the position of low and non-alcoholic beers, said Steve Magnall, CEO of St Peter’s Brewery, whose Without Original 0% craft beer will feature on Tesco gondola ends during the promotion.

Meanwhile, Asda has teamed up with alcohol education charity Drinkaware to offer in-store advice on responsible drinking for the second year in a row.

The organisation’s ambassadors will be in over 100 Asda branches from 12 January, handing out alcohol assessment scratch cards that invite consumers to reflect on their drinking habits ‘using a factual, non-judgmental approach’.

Leaflets will be available on ‘talking to your kids about alcohol’, along with alcohol unit measuring cups and alcohol calorie wheels.