Navigating Dry January - The ABG Community Weighs In

The low and no alcohol category closed out 2022 surpassing $11 billion in sales, and by the end of 2023 is projected to grow by another third. It's barely a fraction of the alcohol market’s $1.17 trillion total value, but the category’s growth demonstrates a clear growing interest, and the trend is not subsiding anytime soon.

We’re a mere two weeks into 2023, and if you’ve browsed the web or social media or have had any conversation regarding the industry, "Dry January" has undoubtedly come up. Call it a hazard of the job or a product of algorithms, but the awareness of sobriety and being sober-curious is certainly high.

It’s true that the start of the year is a convenient time to reflect on our relationships with ourselves and others. We review and take stock of how we show up or whether we need or want to, so that we can begin to act on creating better eating habits, or financial goals, maybe seeking better love relationships.

As beverage alcohol professionals, we operate in an environment that can easily create an imbalance, so while the rise of consumer chatter makes the conversation around cutting back easier, for wine, beer and spirits pros, it's a much more complicated undertaking. Salespeople still call on accounts; winemakers continue to harvest, blend, and bottle, and tastings continue to further our education or fill out our menus.

Ironically, evaluating our relationship with alcohol ultimately contradicts our new year’s professional goals.

We know that this community reflects on mindful consumption in more than just January. But can Dry January bring us the questions we need to ask ourselves year-round?

I spoke with several ABG community members off-the-record to glean their perspectives and opinions on where they sit on the spectrum of YAY or NAY on Dry January. Here is a selection of their thoughts:

"It’s abundantly clear that putting alcohol on hold for 31 days and then coming back to the bar for rounds of shots isn’t life-changing. A lot of industry people that I know use this month as a signal of some strange virtue and regrettably view Dry January as the job done. [But] from a fiscal perspective, it’s just mortgaging January for February. I’ve always believed that gradual changes are a lot easier to manage and lead to better long-term changes."

" I start my cycle of not drinking during the week in January, which works for me and is something sustainable—except I find (that) I cheat more in December.

"Taking a break from drinking is not something to dread or “get through” but an awesome opportunity to grow and reflect. If you stop halfway through, that’s cool too. Embrace the exploration and just be kind to yourself."

"I don’t like the idea of Dry January as I feel like it’s used as a ‘get out of jail free’ card to binge the rest of the year—it encourages extreme behavior."

"In January, most aspects of the industry—clients, distributors, and suppliers—are exhausted, and it is the first time they're able to take their foot off the gas. Everyone needs a reprieve. And while sustained balance through the holidays would be better, that's not always achievable based upon demands and time frames.”
 
Some of those we spoke with started with 31 days free in January 2022, and have remained sober more than a year later. Others chose to use the month to review their alcohol habits as equally as they do goals for love, finances, study, and career to set holistically healthy habits, rather than focusing on just alcohol.

All seemed to have done some work to understand their relationship with alcohol. If you are also interested to take the step, here is a checklist from VeryWellMind to consider drinking in your life.

January is as good a time as any to consider our relationships with alcohol as part of this review. Is it the only time that we can do this? Absolutely not. Reflection is open to us at any time.

So kicking off the New Year, here are some simple tools to help guide you in the weeks and months ahead:

1. Keep Track of Progress
As I mentioned in the last newsletter, Dry Goods Beverage Co. created a free daily journal to support your efforts for Dry January. It's packed with dry drinking tips, daily reflection prompts, and more to keep you motivated all month long. Sign up for updates from the Dry Goods Beverage Co. and your FREE PDF journal via THIS LINK .

2. Join A Likeminded Community
You're in the ABG community. Yay! But are your friends? Colleagues? Do you know someone who may benefit from our work here? Then forward this email, or even better, you can share THIS LINK and get them on board and in our community. We also have a private Facebook Group that we would love you to join HERE.

3. Commit to Lasting Change
When you want a deeper dive for lasting change, education is key. Over the last four years, Laura Louise Green has been developing hospitality-minded offerings at HealthyPour.org and has just launched the Healthy Pour Institute. You can take self-paced courses, read academic research, converse with other like-minded professionals, and learn more about alcohol consumption, workplace well-being, and finding a sustainable path forward.

So, take your January as dry, damp, or wet as you wish. We are here to support your uniquely personal approach, this month, and throughout the year.

Wishing you well,
Beck