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Dry January expected to pull in 10% of UK drinkers

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One in ten UK drinkers will go alcohol-free during the country's annual Dry January charity appeal, according to a new survey.

Heinekens 0.0 lager is aimed at moderate drinking trends in the UK

Heineken's 0.0 lager is aimed at moderate drinking trends in the UK

A YouGov poll released this week said 4.2m people are planning to do Dry January, which is designed to raise awareness of dangerous drinking levels. Alcohol Change, which runs Dry January and commissioned the poll, said the one-month abstinence helps people feel healthier, save money and improve their relationship with alcohol long-term.

"Being alcohol-free for 31 days shows us that we don't need alcohol to have fun, to relax, to socialise," Alcohol Change said.

Alcohol producers have been making changes to their portfolios to accommodate an increasing number of consumers who choose to abstein, whether for the long-term or for one evening. Diageo has partenerd with non-alcoholic spirits maker Seedlip while Heineken has seen strong growth for its non-alcoholic Heineken lager, especially in the UK.

In a note to independent UK retailers this week, Heineken said they should "make more from moderation" in the run up to Christmas to boost sales.

"Operators should stock low- and no-alcohol options to harness additional sales from customers who are keen to live better without compromising on taste," it said.

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