It’s that time of the year again, new year’s resolutions are being made, gyms are busy and the question “Are you doing dry January?” is asked everywhere. 

Coined by Alcohol Change and Starting in 2013, dry January was born. Whether it’s for health reasons, personal challenges, or simply a reset after the holiday season, its growth has been nothing short of exceptional. In the UK 4000 people signed up for dry January in 2013, in January 2024 that number was expected to be 8.5million.  

It’s not just the drinks in the supermarkets growing in this market. Restaurants have also responded to the change in consumer interest with both Soho House and Princess cruises launching alcohol-free drinks menus this month. 

Many consumers are using this month to explore alternatives to their usual alcoholic beverages, however the shift away from alcohol is becoming more than just a Dry January trend. It’s part of a larger movement in consumer behaviour. The global low/non-alcoholic beverage market has seen impressive growth, with a 24% annual increase from 2018 to 2022 (Innova), driven by a growing desire for healthier lifestyles and more mindful alcohol consumption. This is particularly prominent among Gen Z, with 40% choosing to limit their alcohol intake citing emotional wellbeing and mindfulness as key reasons (Mintel).  

This shift is reshaping the market, with the beverage industry offering a broader array of options, from sophisticated mocktails to non-alcoholic spirits and beers. Here’s a closer look at what’s taking over instead of alcohol. 

Beer Without the Bite  

Non-alcoholic beer has seen impressive growth, with brands like Heineken 0.0, Guiness and BrewDog offering delicious alternatives that rival traditional beer. These have come a long way forward in recent years replicating the malt-forward, hoppy flavours of beer. 

Many now also come with endorsement from large influencers and sponsorships. Arsenal named the largest non-alcoholic brewery, Athletic Brewing Company as their partner, F1 driver Max Verstappen is the face of Heineken 0.0 and Tom Holland recently announced his own alcohol-free beer brand, Bero. 

Non-alcoholic beers are becoming a go-to option not just during Dry January, but all year round. As a result, similar to standard beer, they are going beyond the traditional hop profiles with citrus and sour flavours growing across alcohol-free launches.(Innova). 

Seltzers and Cocktails Without the Spirit 

Starting with the hard seltzer trend a few years ago, premium ready to drink options show no signs of slowing down. RTDs as a whole are on an upward growth with a massive 130% rise between 2018 to 2024 according to Euromonitor. 

In response to the growing demand for non-alcoholic alternatives, many brands are now focusing on zero-proof sparkling waters. These beverages come in a variety of refreshing flavours, from citrus to berry, offering a bubbly, hydrating experience.  

RTD cocktails have also followed a similar path with brands such as Schweppes and Tesco Finest extending their mocktail offerings in the past year. Allowing for classic Mojitos and Pina Coladas to be available for consumers to still enjoy their rich, unique flavour profiles without the spirits. 

Health Benefits in Functional Beverages 

Consumers seeking the health benefits of zero alcohol have turned to functional drinks. Offering refreshing beverages containing adaptogens, nootropics, and other wellness-focused ingredients.  

These beverages are often marketed as stress-relieving, mood-boosting, or energy-enhancing, aligning with the growing consumer desire to improve mental and physical well-being. New launches have ranged from water infusions to coffee with Rubicon and Black Sheep Coffee tapping into this market. Offering a range of drinks targeting Immunity, Energy and Gut Health respectively. 

What in store for the future? 

What was once a niche segment of the beverage industry is now booming, as demand for non-alcoholic alternatives continues to rise.  

For businesses in the beverage space, adapting to this shift presents an exciting opportunity to diversify product lines and cater to a growing, health-focused audience. The rise of Dry January is more than just a month-long trend: it’s part of a larger cultural movement towards moderation and wellness, one that’s here to stay. Cheers! 

Contact us to learn more about how we can help you in this evolving market.

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