Who won Dry January in the U.K. off trade? 🍺😇

Stout, lagers and ale all feature in the top 5 rankings.

Big brewers continue to show interest in this space, but hats off to Lucky Saint | B Corp™ and St Austell Brewery for making the top 5.

Well done to the brands below:

Total £ sales

1) Guinness 0.0 Diageo

2) Heineken 0.0 The HEINEKEN Company

3) Peroni Nastro Azzurro 0.0 Asahi UK

4) Corona Cero Budweiser Brewing Group (AB InBev)

5) Lucky Saint Lucky Saint | B Corp™

Total £ sales added vs LY

1) Guinness 0.0

2) Estrella Damm 0.0 Damm

3) Peroni Nastro Azzurro 0.0

4) Madris Excepcional Zero Molson Coors Beverage Company

5) St Austell Proper Job IPA St Austell Brewery

Data by NielsenIQ Retail Measurement | GB - NIELSEN – Beer |  - GB TOTAL COVERAGE – 4 WEEKS TO WE 24/01/2026.

If you want to lead the category conversation with your buyers, give Rachel H and the team at NIQ a shout about the amazing Discover tool, which allows you to run data from category, right down to barcode level, with up to 3 years history.

Keep up with the latest grocery insights Alpine Online Ltd 🏔️📊💙