The After Dry January Review!

For years, January was the month of break and renunciation of alcohol. These days, however, Dry January seems tohave less symbolic power. Not so much because people are drinking more, but because people are drinking differently. The change in direction is also evident everywhere, as Business Insider writes, the month that is traditionally the "quietest" for alcoholic beverages is showing signs of continuity with the rest of the season this year.

A less "dry" January

Experienced bartenders speak of a surprisingly busy January, especially in terms of corporate events. The interesting fact is not the quantity, but the composition of demand: fewer mocktails, fewer non-alcoholic alternatives, more spirits. A change in direction from 2024, when the supply of low-alcohol or non-alcoholic beverages seemed destined to take permanent center stage.

End of the demonization of alcohol?

According to the proposed analysis, the cultural context has changed. In recent years, the discourse on alcohol has changed radically: first excessive alcohol consumption was normalized, then it was clearly condemned, especially after the pandemic. Today, the narrative seems to be changing again. It is not denied that alcohol has an impact on health, but it is placed in a gray area: not ideal, not virtuous, but socially functional. In this context, the idea of a month of total abstinence loses some of its meaning, especially for those who have already reduced their daily consumption.

When a trend reaches its peak

Cultural trends often begin to lose momentum just when they reach their maximum spread. Dry January has gone from a distinctive gesture to a mainstream practice. And as such, it is no longer considered necessary. However, it does not disappear, but becomes fragmented: partially "dry" weeks, weekend concessions, personal compromises. confirmation in numbers

For the wine and spirits industry, the message is clear: consumers seem less interested in symbolic gestures and more in everyday choices. Less health claims, more attention to context, quality, the reason why one drinks, and in all of this, Dry January is not over. It's just not a flag anymore.