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Laithwaite's predicts big sales boost for Thirsty February

Published:  01 February, 2016

Laithwaite's Wines is predicting a sales uplift of 35% this week after research shows that 3.7 million people will have completed the Dry January abstinence challenge.

The prediction is in line with the increase in sales the home-delivery wine merchant experience in the first week of February last year as customers returned to alcohol.

A survey of 2,000 UK wine buyers conducted for Laithwaite's by OnePoll showed that East Anglia was the region with the greatest will power, with 84% of those who started the challenge finished the month without touching a drop.

The figure for Manchester was a very creditable 78% and for London 70%.

However, only 56% of Bristolians lasted the whole month, while Scotland, at 46%, had the least successful completion rate.

David Thatcher

Among those who gave up, the week of the 11th January proved the hardest. Fully 46% of them succumbed to temptation during that period.

David Thatcher, managing director of Laithwaite's Wine, said: "We should definitely all be inspired by Dry January and recognising the benefits of reducing the quantity of wine we drink, and instead opting for better quality.

"We have a fantastic selection of quality wines perfect to enjoy the start of Thirsty February."

 Laithwaite's offers for Thirsty February include an HJ Fabre Barrel Selection Malbec 2014 down from £15.99 to £10.99 and a Shingle Peak Reserve Sauvignon Blanc 2015 reduced from £13.99 to £10.99.