With the new year, everyone is setting resolutions to become their best version. What better way to start the year than with a commitment to no alcoholic beverages during the month of January?
Dry January started in 2013 with Alcohol Change UK. A worker at Alcohol Change UK decided not to drink in January to prepare for a marathon in February. The marathon runner saw incredible results – weight loss, better sleep and improved running performance
“Dry January started with 4,000 people. Now in its 10 years, it has come a long way with more than 130,000 people taking part in 2022.” (Alcohol Change UK) To tap into an emerging market of consumers putting down alcoholic beverages, spirits companies have embraced non-alcoholic line extensions and Mocktails –cocktails without liquor.
Gen Z, are embracing non-alcoholic beverages more than other generations presenting an emerging market for wine and spirits to develop line extensions. In this blog, Allen Marketing Communications, a boutique wine and spirits and lifestyle public relations agency based in New York City highlights the recent developments with the Dry January movement.
Hard Liquor Companies Will Be Releasing Non-Alcoholic Versions
There is no better time for liquor companies to introduce non-alcoholic versions of all their favorites. Brands such as Whistle Pig are well aware of Dry January and want to support your commitment this month by launching an “Orange Fashioned.”
This drink mimics the taste of old fashion with no alcohol. Whistle Pig takes it a step further, and 100 percent of the proceeds will go to bartenders, as they are acquainted with the fact that if people are not purchasing alcohol, then bartenders are receiving fewer tips.
Spirit Companies Embracing Mocktails
With more options of mocktails on the shelves and menus, within a year, researchers saw an increase in sales of $5.03 million in 2022 for non-alcoholic spirits─this was up by 88.4 percent
We see companies such as Recess introduce new flavors to their line just in time for Dry January. This company prides itself on margaritas without the hangover. Another company Little Saints, which also launched more classic flavors, such as a spicy margarita and ginger mule.
The “Sober Curious” Movement
With only 21 percent of Gen Z drinking regularly, many are curious about sobriety. With this wonder, we are seeing sober bars popping up in cities.
These bars allow people to socialize in bar atmospheres without alcohol. These spaces allow people to explore other options outside of alcohol or better known as being “sober curious.”
If you love a good sip n paint but do not love the hangover the next day, non-alcoholic wine is just right for you. Many substitutes for the classics that have less sugar and vegan options! If you love rosé, Noughty AF has a sparkling rosé that offers the same rich flavor, tartness, and bubbles― without the headache.
Dry January presents new markets for wine and spirits companies to add new line extensions to reach consumers who are embracing non-alcoholic beverages. Our wine and spirits public relations professionals are here to help wine and spirits companies reach new customers. Give us a call.
By Nia Price at Allen Marketing Communications, Inc.