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How Retailers Can Promote Dry January Alternatives in Convenience Stores

UUnknown

2026-02-22

9 min read

Turn Dry January into year‑round sales: practical in-store and digital tactics for promoting no‑/low‑alcohol drinks in convenience and superstore chains.

Beat the post-holiday slump: Promote Dry January alternatives that keep shoppers spending

Every January retailers face the same pressure: shoppers cut back after holiday splurges, and footfall can dip. Convenience and superstore chains that assume lost revenue are unavoidable miss a clear opportunity. Dry January and the wider no/low-alcohol movement are not just a seasonal blip — they are a revenue driver when marketed right. This guide gives practical, data-driven merchandising and marketing tactics (tailored for formats from Asda Express-style outlets to large superstores) to convert health-minded shoppers into loyal buyers in early 2026 and beyond.

Why Dry January matters now (2026 context)

Late-2025 and early-2026 retail data and industry commentary point to three persistent trends that convenience chains should treat as structural shifts, not fads:

Health-first shoppers continue to influence category expansion. Consumers pick low-calorie, functional and non-intoxicating beverages after the holidays.
Product innovation accelerated in 2024–2025: credible no- and low-alcohol spirits, beers and wines hit mainstream distribution, lowering stigma and widening appeal.
Retail agility — chains that can test seasonal displays and digital promotions quickly are winning trial and repeat purchase.

Asda Express’s expansion to over 500 convenience stores in early 2026 underscores that convenience footprints matter when scaling promotional concepts. Smaller stores can pilot high-impact, low-cost activations that scale to superstore formats.

Quick business case

Higher basket attach: Low/no items increase cross-sell potential with snacks and mixers.
Lower return friction: Non-age-restricted options simplify transactions and increase impulse buys.
Brand affinity and loyalty: Health-driven seasonal campaigns boost app engagement and return visits.

Store formats: Tactics for convenience vs superstores

One size doesn’t fit all. Here are tailored tactics for different retail footprints.

Convenience stores (e.g., Asda Express)

Micro-ends and chiller islands: Use a 2–3m chiller or endcap devoted to no/low alcohol, positioned near the store entrance or by the coffee station — high-visibility spots drive impulse trial.
Small SKU sets: Curate 10–12 bestsellers covering low-alcohol beer, 0% lagers, alcohol-free wine and canned spirits alternatives to avoid overwhelming shoppers.
Grab-and-go bundles: Offer single-serve mocktail kits (one RTD + single-serving mixer + garnish sachet) for easy, high-margin purchases.
Cross-sell with food-to-go: Place low/no options beside sushi, deli, or sandwich displays to increase attach rate for lunchtime and evening shoppers.

Superstores and large-format chains

Destination seasonal aisle: Create a Dry January destination within the drinks aisle with bold seasonal signage and education panels (what is low vs no, tasting notes, calories).
Tiered shelving: Organize by use-case (performance recovery, celebratory zero-proof, craft alcohol-free, wellness tonics) to guide purchase decisions.
Event zones: Reserve space for weekend tasting events, masterclasses and influencer demos to normalize and educate.
End-to-end customer journeys: Integrate in-store experiences with online content: scanning shelf QR codes can link to recipe videos and loyalty offers.

Merchandising best practices that drive trial

Design displays that reduce decision friction and encourage first-time purchase. Each recommendation below is practical and low-cost to implement.

1. Use shopper-centric zoning

Group products by shopper intent, not just by SKU. Example zones:

Everyday alternatives: popular 0% beers and wines, priced for quick conversion.
Upsell moment: premium alcohol-free spirits and craft bottles — shoppers willing to spend more for quality.
Functional & wellness: adaptogens, kombucha, CBD-free botanicals — cross-merchandise with health foods.

2. Curate the right SKU mix

Start with a tight core range and rotate test SKUs each week. For small stores, prioritize variety within practicality: one mainstream 0% beer, one dry sparkling alcohol-free wine, one canned spirit alternative, and a premium RTD.

3. Clear labeling and shopper education

Confusion kills conversion. Use concise shelf labels to highlight:

ABV (0.0% vs 0.5%)
Calories per serving
Best served (chilled, with tonic, as a mocktail)

4. Price architecture that encourages higher baskets

Design volume offers and premium trial sizes:

Introductory multi-buy: 2 for £x promotional packs for RTDs and cans
Premium sampler: three 250ml bottles at a modest price to encourage trial
Loyalty incentives: double points on first-time purchases or when paired with a snack

Marketing activations that convert interest into sales

Combine in-store visibility with digital touchpoints to accelerate discovery and repeat purchase.

1. Time-limited Dry January campaigns

Leverage the urgency of January and tie promotions to week-by-week themes (e.g., Week 1: Recovery; Week 2: Social Alternatives; Week 3: Wellness). This keeps the assortment fresh and gives shoppers reasons to return.

2. Sampling with a purpose

In-store tasting remains the single most persuasive tool. For convenience stores with staffing limits, use pop-up sampling on key weekend afternoons or collaborate with suppliers to run sampling teams. For superstores, schedule regular weekend sessions and masterclasses led by brand ambassadors.

3. Digital-first supports

App push notifications: Target loyalty members who bought alcohol in December with a “Try a healthier alternative” push and a discount coupon.
Shoppable content: Short recipe videos and influencer clips embedded in the app or linked via QR codes on shelf talkers.
A/B test creative: Run two ad creatives (health messaging vs. social enjoyment messaging) to learn which drives higher conversion by cohort.

4. Cross-category promos

Bundle low/no drinks with snacks, mixers, or non-food wellness products (e.g., herbal teas). Use visible shelf-edge stickers: “Perfect with your lunchtime salad” or “Pair with our artisan crisps.”

5. Community and UGC campaigns

Encourage customers to share mocktail photos with a campaign hashtag and reward them with instant coupons or loyalty points. Community content helps destigmatize non-alcoholic choices and creates social proof.

“Dry January isn’t just a January stunt — it’s a learning lab for how to serve health-first shoppers year-round.” — Retail industry commentary, January 2026

Operational tips: Make it easy for store teams

Frontline staff are campaign ambassadors. Make promotions simple to execute.

Simple planograms: Create two-slot and four-slot planograms for small and large formats so teams can re-set quickly.
Training flashcards: One-page product scripts (ABV, key benefits, serving suggestions) to boost confidence during customer conversations.
Supplier playbooks: Coordinate with brands for point-of-sale materials and tasting teams.

Measuring success: KPIs and tests to run

Track the right metrics to learn fast and scale what works.

Trial rate: % of shoppers who buy a low/no product at least once during the campaign.
Attach rate: Frequency low/no items are purchased alongside snacks or meals.
Repeat purchase rate: Share of customers who buy a low/no product a second time in 30 days.
Sell-through velocity: Units sold per facing per week to optimize stock levels.
Incremental revenue: Compare basket size pre- and post-campaign among participating stores.

Case study blueprint: A 6-week Dry January program

Use this step-by-step rollout that works for small convenience outlets and scales to superstores.

Week 0 — Prep: Select core SKUs, print shelf labels and QR codes, and set up digital assets in the app. Train staff with 15-minute micro-sessions.
Week 1 — Launch: High-visibility endcap with hero offers. Push app notification offering 20% off first low/no purchase.
Week 2 — Sampling: Weekend tasting in larger stores; supplier-led demos in convenience clusters. Share UGC on social channels.
Week 3 — Cross-promotions: Bundle with meal deals. Introduce “mocktail hour” promotions for evening shoppers.
Week 4 — Education: Host a virtual masterclass (record it) and drive scans via shelf QR codes to view the session.
Week 5 — Loyalty push: Double points for repeat purchases and targeted coupons for shoppers who tried a product but didn’t repurchase.
Week 6 — Analyze and scale: Pull KPI data, identify winning SKUs and displays, and prepare a roll-out plan for the next seasonal window.

Advanced strategies and future-proofing (2026+)

Looking beyond January, adopt strategies that make no/low part of everyday retailing.

1. Dynamic shelving and AI recommendations

By 2026, more retailers are using sales-affinity algorithms to suggest product adjacencies and local preferences. Use sales data to rotate SKUs weekly and feed recommendations to store managers.

2. Private label and exclusive ranges

Create store-branded low/no options or exclusive SKUs with suppliers. Private label can deliver better margins and control over price promotions.

3. Health partnerships

Partner with wellness brands and local gyms for co-promotions (e.g., “post-workout mocktails”). This extends brand reach into the health community.

4. Sustainability messaging

As shoppers increasingly value sustainability, surface eco-packaging and local sourcing in signage. That narrative resonates for consumers choosing mindful consumption.

Common pitfalls and how to avoid them

Too many SKUs: Overchoice reduces conversion. Start small and expand by learning.
Poor signage: If shoppers can’t tell 0% from low-ABV, sales suffer. Make labeling unambiguous.
No integration with digital: Failing to link in-store moments with app rewards misses a large conversion opportunity.
Neglecting margins: Promotions should be margin-aware — test bundles that preserve profitability.

Actionable checklist for your next Dry January activation

Pick 8–12 core SKUs for convenience stores; 20–30 for superstores.
Create a high-visibility chiller or endcap location and a complementary digital landing page.
Train staff with a 15-minute product script and tasting tips.
Run a 6-week calendar with themed weeks and measurable KPIs.
Use app push notifications and QR codes to drive trial and capture buyer data.
Review sell-through weekly and be ready to reallocate facings to top performers.

Final takeaway: Turn a seasonal trend into a year-round growth lever

Dry January in 2026 is less a one-off pledge and more a behavior gateway: shoppers experiment with no/low options and many keep buying afterward. Convenience chains like Asda Express which are expanding footprints can leverage tight, high-impact activations to capture trial and loyalty. With clear merchandising, simple pricing structures, and integrated digital marketing, retailers can turn health-first seasonal trends into sustainable sales growth.

Ready to act? Start with a pilot in a cluster of stores, measure the KPIs above, and scale the winning mix. Small displays, smart pricing and a connected digital experience are the most reliable levers to promote no-alcohol options this Dry January and beyond.

Call to action

Download our ready-to-use 6-week Dry January planogram and promotional calendar to launch a high-impact campaign in under two weeks — or contact our merchandising team for a tailored store-cluster pilot.

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.