{"id":6850,"date":"2023-01-09T09:50:25","date_gmt":"2023-01-09T15:50:25","guid":{"rendered":"https:\/\/danilodiaz-granados.com\/?p=6850"},"modified":"2023-06-09T09:52:21","modified_gmt":"2023-06-09T14:52:21","slug":"is-it-dry-januarys-last-call-2","status":"publish","type":"post","link":"https:\/\/danilodiaz-granados.com\/en\/is-it-dry-januarys-last-call-2\/","title":{"rendered":"Is it Dry January\u2019s last call?"},"content":{"rendered":"<p id=\"c8e4\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">I recently wrote about the growing number of new\u00a0<a class=\"af lz\" href=\"https:\/\/medium.com\/@danilodiazgranados\/raise-a-glass-to-nonalcoholic-beverage-stores-ef146d4b47ea\" rel=\"noopener\">nonalcoholic bottle shops<\/a>\u00a0popping up in major cities\u2013fueled by the burgeoning sober-curious movement. So, it may shock you to learn one of the movement\u2019s more popular trends, Dry January (when people give up alcohol for the first month of the year), is on the decline.<\/p>\n<p id=\"a736\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">You heard that right: Fewer people say they\u2019re participating in 2023\u2019s sober festivities according to a recent survey by\u00a0<a class=\"af lz\" href=\"https:\/\/morningconsult.com\/2023\/01\/10\/dry-january-participation-dips-2023\/?utm_source=OBI&amp;utm_medium=email_cta&amp;utm_campaign=our_best_intel&amp;mkt_tok=ODUwLVRBQS01MTEAAAGJPORs5HX_GOk0k25RRjiacCWLHie2G9U9tSXPAhtD-jHSZeXUa32izuw9XbHXNA4AuVHywD06J1t-B0LDuLwq1d8ltIM1-1P6r3iThgga5CA\" target=\"_blank\" rel=\"noopener ugc nofollow\">Morning Consult<\/a>. This year, the number of adults who said they would take part in Dry January dropped from 19 percent to 15 percent compared to last year. But the reason why may surprise you.<\/p>\n<p id=\"732a\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\"><strong class=\"ld ew\">Dry January\u2019s dry spell<\/strong><\/p>\n<p id=\"31a9\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">If more adults are embracing sobriety as a lifestyle (even if it\u2019s just a month-long), then why did Dry January participation take a hit?<\/p>\n<p id=\"2bf9\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">We just answered our question. One reason fewer people are partaking is because people are drinking less overall. This is especially true for millennials. In December 2021, almost 70 percent said they drink. Last December, that number dropped to 62 percent. This is huge for a generation that reports drinking alcohol more frequently than others.<\/p>\n<p id=\"1a22\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">And, ironically, Dry January participation might also be down due to last year\u2019s success. That is, 2022\u2019s sober-curious consumers might just be 2023\u2019s sober consumers.<\/p>\n<p id=\"fbf4\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\"><strong class=\"ld ew\">Nonalcoholic beverages to the rescue?<\/strong><\/p>\n<p id=\"cb0e\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">While this year\u2019s Dry January numbers are lower than last year, more participants this year plan to abstain from alcohol the entire year. Their motivation? Health and today\u2019s high price of alcoholic beverages.<\/p>\n<p id=\"7c0d\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">The growing number of health and money-conscious consumers are fueling the low- and no-alcohol boom. This space in the beverage industry saw incredible\u00a0<a class=\"af lz\" href=\"https:\/\/www.usatoday.com\/story\/money\/food\/2022\/06\/22\/delicious-drink-without-buzz-non-alcoholic-beverages-rise\/9119514002\/\" target=\"_blank\" rel=\"noopener ugc nofollow\">growth in recent years<\/a>, and it doesn\u2019t seem to be slowing down. If Dry January\u2019s numbers are any indication, the nonalcoholic beverage market might be attracting new customers this year.<\/p>\n<p id=\"2fdb\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">Although this likely sounds exciting for investors, entrepreneurs, and other industry insiders, the sober-curious to nonalcoholic spirits pipeline isn\u2019t a sure thing. As it turns out, those who want to save money by cutting back on alcohol aren\u2019t too eager to spend top dollar on nonalcoholic beverages either.<\/p>\n<p id=\"13c0\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">According to the same\u00a0<a class=\"af lz\" href=\"https:\/\/morningconsult.com\/2023\/01\/10\/dry-january-participation-dips-2023\/?utm_source=OBI&amp;utm_medium=email_cta&amp;utm_campaign=our_best_intel&amp;mkt_tok=ODUwLVRBQS01MTEAAAGJPORs5HX_GOk0k25RRjiacCWLHie2G9U9tSXPAhtD-jHSZeXUa32izuw9XbHXNA4AuVHywD06J1t-B0LDuLwq1d8ltIM1-1P6r3iThgga5CA\" target=\"_blank\" rel=\"noopener ugc nofollow\">Morning Consult<\/a>\u00a0survey, those committed to Dry January this year are about half as likely to buy nonalcoholic beer, wine, or spirits compared to last year\u2019s participants. While many low- and no-alcohol alternatives mimic the taste of their alcoholic counterparts, they also carry a similar price tag.<\/p>\n<p id=\"f660\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\"><strong class=\"ld ew\">The future of nonalcoholic spirits, wine, and beer<\/strong><\/p>\n<p id=\"ce82\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">There\u2019s no denying the groundswell of sober curiosity or the growth of the nonalcoholic beverage market. In fact, over the last several years, large names in the beer industry have invested heavily in N\/A beer\u2013 including Heineken, Budweiser, and Sam Adams\u2013with annual sales jumping to\u00a0<a class=\"af lz\" href=\"https:\/\/www.nytimes.com\/2022\/11\/09\/business\/dealbook\/keurig-dr-pepper-nonalcoholic-deal.html\" target=\"_blank\" rel=\"noopener ugc nofollow\">$670 million<\/a>. Globally, the N\/A beer market is expected to grow by\u00a0<a class=\"af lz\" href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/06\/13\/2461378\/0\/en\/Non-Alcoholic-Beer-Global-Market-Report-2022.html\" target=\"_blank\" rel=\"noopener ugc nofollow\">$2 billion<\/a>\u00a0in comparison to the year prior.<\/p>\n<p id=\"e03c\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">So while the N\/A boom is seen as a disrupter, it is creating huge opportunities for companies already in the alcohol business. And investors should take note of the companies who are taking advantage of the buzz.<\/p>\n<p id=\"958a\" class=\"pw-post-body-paragraph lb lc ev ld b le lf lg lh li lj lk ll lm ln lo lp lq lr ls lt lu lv lw lx ly eo bj\" data-selectable-paragraph=\"\">\n","protected":false},"excerpt":{"rendered":"<p>I recently wrote about the growing number of new\u00a0nonalcoholic bottle shops\u00a0popping up in major cities\u2013fueled by the burgeoning sober-curious movement. So, it may shock you to learn one of the movement\u2019s more popular trends, Dry January (when people give up alcohol for the first month of the year), is on the decline. You heard that right: Fewer people say they\u2019re participating in 2023\u2019s sober festivities according to a recent survey by\u00a0Morning Consult. This year, the number of adults who said they would take part in Dry January dropped from 19 percent to 15 percent compared to last year. But the reason why may surprise you. Dry January\u2019s dry spell If more adults are embracing sobriety as a lifestyle (even if it\u2019s just a month-long), then why did Dry January participation take a hit? We just answered our question. One reason fewer people are partaking is because people are drinking less overall. This is especially true for millennials. In December 2021, almost 70 percent said they drink. Last December, that number dropped to 62 percent. This is huge for a generation that reports drinking alcohol more frequently than others. And, ironically, Dry January participation might also be down due to last [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":6848,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[224],"tags":[754,292,753,752],"class_list":["post-6850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-beverage-industry","tag-danilo-diazgranados-en","tag-food-and-drink","tag-nonalcoholic-drinks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is it Dry January\u2019s last call? - Danilo D\u00edazgranados Manglano<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danilodiaz-granados.com\/en\/is-it-dry-januarys-last-call-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is it Dry January\u2019s last call? - Danilo D\u00edazgranados Manglano\" \/>\n<meta property=\"og:description\" content=\"I recently wrote about the growing number of new\u00a0nonalcoholic bottle shops\u00a0popping up in major cities\u2013fueled by the burgeoning sober-curious movement. So, it may shock you to learn one of the movement\u2019s more popular trends, Dry January (when people give up alcohol for the first month of the year), is on the decline. You heard that right: Fewer people say they\u2019re participating in 2023\u2019s sober festivities according to a recent survey by\u00a0Morning Consult. This year, the number of adults who said they would take part in Dry January dropped from 19 percent to 15 percent compared to last year. But the reason why may surprise you. Dry January\u2019s dry spell If more adults are embracing sobriety as a lifestyle (even if it\u2019s just a month-long), then why did Dry January participation take a hit? We just answered our question. One reason fewer people are partaking is because people are drinking less overall. This is especially true for millennials. In December 2021, almost 70 percent said they drink. Last December, that number dropped to 62 percent. This is huge for a generation that reports drinking alcohol more frequently than others. And, ironically, Dry January participation might also be down due to last [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danilodiaz-granados.com\/en\/is-it-dry-januarys-last-call-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Danilo D\u00edazgranados Manglano\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-09T15:50:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-09T14:52:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/danilodiaz-granados.com\/wp-content\/uploads\/2023\/06\/1_VBqPTFmWbhUTm2fpIiFWSA.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1100\" \/>\n\t<meta property=\"og:image:height\" content=\"733\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Danilo Diazgranados\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danilo Diazgranados\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/is-it-dry-januarys-last-call-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/is-it-dry-januarys-last-call-2\\\/\"},\"author\":{\"name\":\"Danilo Diazgranados\",\"@id\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/#\\\/schema\\\/person\\\/39af1122d5562bece5428f56fd21909a\"},\"headline\":\"Is it Dry January\u2019s last call?\",\"datePublished\":\"2023-01-09T15:50:25+00:00\",\"dateModified\":\"2023-06-09T14:52:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/is-it-dry-januarys-last-call-2\\\/\"},\"wordCount\":534,\"publisher\":{\"@id\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/#\\\/schema\\\/person\\\/39af1122d5562bece5428f56fd21909a\"},\"image\":{\"@id\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/is-it-dry-januarys-last-call-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/danilodiaz-granados.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/1_VBqPTFmWbhUTm2fpIiFWSA.webp\",\"keywords\":[\"Beverage Industry\",\"Danilo D\u00edazgranados\",\"Food And Drink\",\"Nonalcoholic Drinks\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/is-it-dry-januarys-last-call-2\\\/\",\"url\":\"https:\\\/\\\/danilodiaz-granados.com\\\/en\\\/is-it-dry-januarys-last-call-2\\\/\",\"name\":\"Is it Dry January\u2019s last call? 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- Danilo D\u00edazgranados Manglano","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/danilodiaz-granados.com\/en\/is-it-dry-januarys-last-call-2\/","og_locale":"en_US","og_type":"article","og_title":"Is it Dry January\u2019s last call? - Danilo D\u00edazgranados Manglano","og_description":"I recently wrote about the growing number of new\u00a0nonalcoholic bottle shops\u00a0popping up in major cities\u2013fueled by the burgeoning sober-curious movement. So, it may shock you to learn one of the movement\u2019s more popular trends, Dry January (when people give up alcohol for the first month of the year), is on the decline. You heard that right: Fewer people say they\u2019re participating in 2023\u2019s sober festivities according to a recent survey by\u00a0Morning Consult. This year, the number of adults who said they would take part in Dry January dropped from 19 percent to 15 percent compared to last year. But the reason why may surprise you. Dry January\u2019s dry spell If more adults are embracing sobriety as a lifestyle (even if it\u2019s just a month-long), then why did Dry January participation take a hit? We just answered our question. One reason fewer people are partaking is because people are drinking less overall. This is especially true for millennials. In December 2021, almost 70 percent said they drink. Last December, that number dropped to 62 percent. 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