Dry January: How Brewers and Distillers Can Capitalize on Changing Lifestyle Preferences

In 2011, a young woman gave up drinking to prepare for a half marathon—and Dry January was born. The movement caught on and has gained global attention, with magazines like Forbes touting Dry January’s health advantages.

Now, Dry January seems to influence consumer preferences and social behaviors year-round.

As sales of traditional alcoholic beverages decline and with Dry January 2025 around the corner, producers are exploring new opportunities to capitalize on consumers’ healthier lifestyle priorities.

Consider these ideas:

• Create non-alcoholic versions of your most popular beers or ready-to-drink (RTD) cocktails. Focus on quality and taste, ensuring the non-alcoholic and alcoholic flavor profiles match.
• Sell mocktail drink kits with recipes that include optional fresh ingredients like mint, cranberries, and ginger.
• Use social media to connect with new audiences. Create content about mocktail kits, recipes, non-alcoholic drink pairings, and creative tasting-party ideas.
• Create seasonal specialty or premium products or products that tie back to notable events (e.g., Dry January) and health movements (e.g., sugar-free).
• Produce functional beverages with health-focused ingredients (e.g., kombucha) to appeal to wellness-oriented consumers.
• Partner with other businesses to create unique products, reach new markets, and optimize your business model to maximize profits.

“No lo” beverages aren’t a fad. Health is a priority for consumers, so you must embrace this change.

Those who invest in the right technologies will be best positioned to capitalize on and monetize these trends, so support your innovation with data-driven decision-making and process optimization to protect and grow market share.

Learn More

All-in-one brewery and distillery software, like Brutos from Vision33, helps companies navigate the challenges of expanding into other markets and adding new product lines.

Brutos seamlessly integrates back-office and operational data for 360-degree visibility and control, so your business operates at peak efficiency.

Want to learn more?

Contact us to learn how Brutos software can help your business thrive in this no-lo revolution.

About the Author

Kelly Ann Woods has spent over 20 years in the adult beverage industry, earning the esteemed titles of certified sommelier, respected mixologist, and award-winning distillery owner. She now serves as an industry consultant, advising how to use technology to support profitable growth.