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Dry January, an annual ritual of redemption in which cocktails are temporarily swapped for non-alcoholic beverages, has become so popular that it has caught the attention of Wall Street.
The head of luxury hotel and social club chain Soho House said on Friday that the company posted a record increase in sales of non-alcoholic drinks this Dry January. The increase came despite members spending slightly less on food and drink in the three months to January than a year earlier.
Soho House chief executive Andrew Carney said: “What we saw in January was the biggest spike in non-alcoholic drink consumption we’ve ever seen. “, he said of the company’s announcement. financial statement.
The company did not respond to Business Insider’s request for comment.
With 44 club locations from London to Bangkok, Soho House serves boozy classic cocktails, as well as a variety of ‘non-alcoholic’ and ‘low-alcoholic’ options, including virgin versions of the Old Fashioned and Moscow Mule. We offer According to , the company also offers non-alcoholic draft beer and non-alcoholic wine. Website.
The Soho House brand has long prided itself on being associated with everything. cool and trendy —And the tendency to rarely drink alcohol is no exception.
Early February, data company civic science conducted a survey of 1,500 U.S.-based adults ages 21 and older about their drinking habits.A quarter of those surveyed said they participated in this year’s Dry January.
The non-alcoholic beverage market is expected to account for nearly 4% of the current market. $517 billion According to the report, by 2027, the entire alcohol market will Beverage research company ISWR.
Non-alcoholic drinks aren’t just for teetotalers. Many consumers consider it an alternative to drinks. According to ISWR, Millennials are most interested in non-alcoholic beverages compared to older and younger generations.
Celebrities like Blake Lively, Katy Perry, and Bella Hadid have recently launched lines of non-alcoholic wines and spirits.
January this year was one of the driest and darkest for pubs across the UK, as more people gave up drinking and bad weather reduced footfall. guardian report. UK bar revenue fell in January 11.5% Compared to the same period in 2023, according to market research firm CGA.
The trend of staying sober at the start of the year was started in 2013 as a campaign by a British charity. Alcohol changes To promote the benefits of abstaining from alcohol.