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Making the most of Dry January


Many Americans participate in Dry January. Estimates of how many U.S. drinkers forego alcohol for the month range from 15% to 35%.

And although many of you would probably prefer that Americans take a break from drinking during busier months, Dry January doesn't have to mean weak drink sales.

There are now many socially acceptable options for non-drinkers that also are profitable for restaurateurs. Non-alcoholic beer is part of the regular inventory of many restaurants and bars and, according to an October report in The Wall Street Journal citing Euromonitor data, accounted for 0.9% of beer sales by volume as of September 2023. In Western Europe it accounts for 5.8% of total beer consumption.

There’s also an abundance of alcohol-free wine and zero-proof substitutes for hard liquor. And bartenders are getting better at making spirit-free cocktails.

For more on how to make the most of Dry January in your restaurant, here's senior food & beverage editor Bret Thorn.

TAGS: First Bite
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