Dry January

As we usher in a new year, the momentum behind resolutions for healthier living is palpable. One significant trend gaining prominence is Dry January, a movement challenging individuals to abstain from alcohol throughout the month. But beyond just the first month of the year, there’s a broader shift toward the consumption of no– to low–alcohol beverages, reflecting evolving consumer preferences. For food and beverage directors, staying informed about these trends is essential to meet the changing demands of patrons.

Let’s delve into the significance of Dry January and explore the broader implications this trend has on our industry and how operators can take advantage. 

How did Dry January come to be? Initially introduced by the charity Alcohol Change UK in 2013,  the campaign encourages individuals to reevaluate their drinking habits by taking a break from alcohol and experiencing the benefits. About 41% of U.S. adults surveyed intended to take part in Dry January 2023, though only 16% actually managed to abstain from alcohol all month, according to CivicScience, an opinion analytics platform. 

Mocktails have grown 233% on menus in the last four years, according to Datassential’s MenuTrends. Consumers who participate in alcohol-free challenges like Dry January or simply reduce their intake of alcohol are increasingly drawn to the growing number of complex cocktails sans alcohol. In fact, 37% of consumers say they drink mocktails at least once per week – an increase of 21% in the past year. Yet only 20% of operators currently offer them, providing a big opportunity for growth! 

Think the trend is slowing down? It’s not. The global non-alcoholic beverages market was valued at over 1.2 trillion U.S. dollars in 2019. By 2025, the market is expected to peak at a value of nearly 1.7 trillion U.S. dollars. 

Need some non-alc inspiration to appeal to those who are looking for a craveable cocktail without the hangover? We’ve got you.