Dry January, Full House: How Your Restaurant Can Continue to Thrive

With the New Year brings new resolutions, and while some aim for six-packs or swear off chocolate, many kickstart their health goals with Dry January—a month-long alcohol-free challenge.

For bars and restaurants, this consumer shift can initially seem like a challenge, especially as year-on-year data from Lightspeed reveals a 9% drop in cocktail sales revenue during January 2024. Not only are people going dry, it’s also no secret that January is a quiet month for footfall throughout the entire hospitality industry. 

But for this new year, hope is not lost. Lightspeed’s data highlights that during the same period cocktails fell in sales, pubs and restaurants saw a 4% rise in revenue from non-alcoholic beverages, demonstrating a growing demand for alcohol-free options.

So rather than seeing Dry January as a hurdle, it’s a golden opportunity to refresh your own offerings, boost revenue, and build long-term customer loyalty. Here’s how your business can make the most of it while positioning itself as the ultimate destination for everyone—whether they’re abstaining or not. Let’s dive in. 

• Diversify your drinks menu
• Create targeted promotions
• Focus on health-conscious dining
• Create a welcoming atmosphere
• Build long-term loyalty

1. Diversify your drinks menu

A generic selection of soft drinks or juices won’t always cut it anymore, especially if you’re looking to encourage diners to spend money on non-alcoholic beverages during the dry month. Today’s consumers expect premium, flavourful options that rival traditional alcoholic beverages. Simply removing alcohol could result in a revenue loss of up to 65% in beverage sales, so it’s time to get creative.

• Introduce alcohol-free beers, 0% spirits, and non-alcoholic wines to your menu.
• Highlight limited-edition, seasonal options specifically for Dry January. 
• Leverage the rising popularity of non-alcoholic beer, which saw sales nearly double in 2023, with further growth expected in the coming years.

Also consider how your beverages pair with your food menu. Offering curated suggestions for dishes that complement alcohol-free options can drive higher average spend per customer, both in January and beyond.

2. Create targeted promotions

January is the perfect time to market your venue as innovative and inclusive, to those who still want to treat your space as a place to socialise and enjoy without alcohol. Promote your non-alcoholic offerings on social media, emphasising their health benefits, creativity, and taste.

• Pairings and Comparisons: Showcase how your non-alcoholic cocktails pair well with food while offering side-by-side comparisons with traditional drinks.
• Themed Nights: Host Dry January events like live music nights or trivia, keeping your venue lively and welcoming for both drinkers and non-drinkers.

Position these initiatives as celebrations of choice and inclusivity. For customers who aren’t participating in Dry January, continue to feature alcoholic beverages but present them alongside alcohol-free options to maintain that balanced appeal people are searching for after a season of indulgence.

3. Focus on health-conscious dining

As the New Year is synonymous with resolutions and changes, your business can take advantage of this by experimenting with healthier dining options. Many Dry January participants are seeking nutritious, lighter meals to pair with alcohol-free beverages. 

• Add plant-based dishes, lower-calorie, innovative meals, or nutrient-rich options to your menu.
• Offer indulgent favourites alongside these healthier choices to cater to all preferences.

Trained staff can play a crucial role in recommending food and drink pairings, ensuring customers feel confident and excited about their choices, whether that’s at the bar or sat at the table ordering food. 

4. Create a welcoming atmosphere

Dry January isn’t just about what’s in the glass—it’s about the experience. Foster an environment where everyone feels welcome, regardless of their drinking preferences. In a time where morale can feel lower, especially after December’s excitement, creating an atmosphere that’s inviting, cosy and inclusive could be your winning ticket to a boost in revenue through January. 

Train staff to offer non-alcoholic options confidently and without stigma.

• Maintain a fun and vibrant ambiance with events like karaoke nights or interactive games to keep the energy high.

Even customers who temporarily pause drinking still want to enjoy the lively, social aspects of going out. By focusing on inclusivity, you can make your venue the go-to destination for January and beyond.

5. Build long-term loyalty

While Dry January lasts only a month, the relationships you build during this time can have lasting impacts. Customers who feel catered to and valued are more likely to return throughout the year, regardless of their drinking habits.

Embracing the alcohol-free movement now positions your business as forward-thinking and inclusive, especially as the trend toward non-alcoholic beverages continues to grow. By diversifying your menu, creating engaging promotions, and fostering a welcoming atmosphere, you’re not just preparing for a successful January—you’re laying the foundation for year-round success.

The bottom line

With data showing an 8% drop in alcohol sales but a 4% rise in non-alcoholic drink revenue during January, adapting to Dry January is a smart business move. Whether you’re introducing alcohol-free cocktails, curating a seasonal menu, or hosting inclusive events, there’s plenty of opportunity to boost profits and build loyalty.

Don’t let January’s challenges hold you back—embrace them. Start planning your Dry January strategy today and set the tone for a successful New Year.