It is set to be the driest January in living memory. Drinks sales in pubs and bars have plunged. Rising numbers of people are drinking low or no-alcohol. And new data indicates that even older people are joining teens and twentysomethings by giving up booze. With three days to go, this has been a grim month for publicans.

The British Beer and Pub Association (BBPA) says pubs must adapt quickly by stocking more “lo-no” options and opening their doors more regularly to give community groups a cosy welcome on winter days.

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Market researcher CGA tracks drinks sales in pubs and bars every week and in the last fortnight sales have been down by at least 7% compared with last year, with a 19% fall in sales of spirits last week.

The bad weather and the economic climate are partly to blame, but the company’s managing director Jonathan Jones said Dry January was also “making this a hard month for pubs and bars”.