Dry January: Embracing Mindful Consumption in the Hospitality Industry
CleanCo makes delicious, award winning non-alcoholic spirits. We’re big fans.
It’s that time of year again: Dry January. The ever-growing annual phenomenon where participants abstain from drinking alcohol for the entire month. The rising popularity of this challenge points to a larger consumer shift towards mindful consumption. For the hospitality industry, embracing this movement isn't just about being on-trend; it's about recognizing and adapting to consumer preferences as they evolve.
What started as one woman’s mission to prepare for a half-marathon has turned into a public health campaign and a global challenge with hundreds of thousands of annual participants. 35% of Americans participated in Dry January in 2022, based on a study from CGA, a food and beverage research firm. According to a 2021 survey from Morning Consult, the most common reasons for participating in Dry January include a desire to be healthier (79%) and to reduce overall alcohol consumption (72%). Additionally, over 50% of respondents said it has become an annual tradition. While many participants resume drinking full-strength alcoholic beverages after the month ends, the movement has certainly prompted a change in consumer behavior, driving demand for more options, in-store and on-premise, that align with mindful consumption.
For hospitality businesses, the incorporation of non-alcoholic beverages can no longer be an afterthought. Consumers are looking for the same care and creativity in their non-alcoholic options as they are with their alcoholic ones. With the surge of non-alcoholic products coming to market, there is no shortage of high-quality zero-proof spirits, aperitifs, elixirs, beers and wines to serve on-premise. Products like Clean Co (a Sidework favorite - find them on our marketplace) make it easy for bartenders to serve a zero proof version of your favorite drink. Businesses that embrace these options will be able to expand their customer base and build a reputation for being adaptable, inclusive, and forward-thinking.
While Dry January may be a catalyst, the need for non-alcoholic options is here to stay. Nielsen's Adult Non-Alcoholic Beverage Industry analysis reveals that 2023 marked the most significant growth in off-premise sales in the past five years. This trend is expected to continue as on-premise establishments take greater interest in non-alcoholic beverages. It’s evident that this is not a passing phase but rather a fundamental shift in the way we consume and enjoy beverages.
Cheers to the hospitality industry for embracing mindful consumption and high-quality menu options for both drinkers and non-drinkers alike. If you’d like some ideas on how your own business can benefit from leaning into this consumer shift, just drop us a line. We live for this stuff.
