Experiencing A Dry(er) January: AlternatIVES TO Kick Off 2025

Happy New Year! As we look forward to 2025, the buzz on Dry January is growing and picking up steam with millions starting the year with a focus on health and mindfulness by reducing or eliminating alcohol consumption. Whether it’s to detox from the holiday parties, taking a break from the usual drinking habits, or simply trying something new, Dry January offers an opportunity to explore the growing market of non-alcohol and alternative beverages. From sophisticated mocktails to innovative cannabis drinks, more people are jumping on this kind of wagon.

In 2024, over 27% of American adults reported being very interested in participating in Dry January, and 2025 looks to continue the upward trajectory. The non-alcoholic beverage market has responded enthusiastically, perhaps ahead of market demand, with a surge in innovative products tailored for those seeking moderation without sacrificing flavor or experience.

Gen Z, who is driving this trend are found to be more “substitutes” than abstainers of alcohol which means 21+ consumers are looking to switch between products than avoiding alcohol all together. There are still plenty of events and reasons to gather with friends and family to start off the year.  Thanks to pioneers like Liquid Death, the stigma of passing on the booze continues to decrease, making it easier to seek out and enjoy alternative options.

Whether your gathering for the football game or with friends on the slopes for apres ski, here are some options to decrease the alcohol for yourself and create a great experience this January.

Non-Alcoholic Spirits Options

Zero-alcohol spirits are transforming the beverage industry, driven by growing consumer interest in health, wellness, and mindful drinking. These innovative products offer the complexity and flavor of traditional spirits without the alcohol, appealing to sober-curious individuals and those seeking sophisticated non-alcoholic options. Brands are leveraging botanicals, spices, and cutting-edge distillation techniques to create unique profiles that mimic classic spirits like gin, whiskey, and rum. The rise of zero-alcohol spirits has also fueled the popularity of alcohol-free cocktails, which are increasingly featured on bar and restaurant menus.

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Zero-Alcohol Wines

Zero-alcohol wines are gaining traction in the United States as a sophisticated option for those seeking the experience of wine without the alcohol. These beverages are crafted by removing alcohol from traditional wines or through specialized fermentation techniques, preserving the aroma, flavor, and character Available in a variety of styles, including reds, whites, rosés, and sparkling wines, they provide an inclusive option for celebrations and everyday enjoyment.

 Zero-Proof Beers

Zero-alcohol beers are gaining popularity in the United States as a refreshing alternative for those seeking the flavor of beer without the alcohol. Advances in brewing technology have significantly improved their quality, leading to a growing variety of styles, including lagers, ales, and IPAs which have paved the way for the other non-alc options today. These non-alc beers have gotten so good, its hard to tell the difference - don’t believe me? Check this video of beer affiandos here. 

Cannabis-Infused Beverages

This also can also be a time to take a short break from alcohol and try something new in 2025.  Cannabis beverages are a rapidly growing segment in the cannabis industry with huge potential, offering a unique and convenient way to consume cannabinoids like THC and CBD. These drinks are infused with cannabis extracts and come in various forms, including seltzers and mocktails. Designed to provide a controlled and predictable experience, cannabis beverages typically have precise dosing, with effects that can set in faster than traditional edibles.

While there is an opportunity for much more eduation in this segment, consumers are drawn to these products for their versatility, discretion, and as an alcohol alternative that can deliver relaxation or mild euphoria without a hangover. Popular among both recreational and wellness-focused users, cannabis beverages are often marketed as low-calorie, natural, or functional drinks, blending cannabinoids with ingredients like adaptogens or botanicals. The market continues to expand as legalization spreads, with innovations catering to varying tastes and potency preferences.

In many states, you can find these at your local liquor store and more and more shelf space is being dedicated to cannabis beverages (always check local legalities). 

Trying cannabis beverages for the first time can be an enjoyable and manageable experience with a few thoughtful tips:

1. Start Low and Go Slow: Begin with a low-dose beverage, typically containing 2-5 mg of THC, to gauge how your body reacts. You can always consume more later if needed. Always drink responsibility. 

2. Understand Onset and Duration: Cannabis beverages often have a faster onset than traditional edibles—effects may be felt within 15-30 minutes but can take up to an hour. Effects can last 2-4 hours or more, so be patient before consuming more.

3. Read the Label Carefully: Pay attention to the THC and CBD content, serving size, and any additional ingredients that might enhance or affect the experience.

4. Stay Hydrated: Have water or another non-cannabis drink on hand to stay hydrated and balance the experience.

5. Consume in a Comfortable Setting: Choose a safe, relaxed environment with people you trust to ensure a positive experience.

6. Avoid Mixing with Alcohol: Combining cannabis beverages with alcohol can amplify the effects of both and may lead to discomfort or over-intoxication.

7. Know Your Goals: Decide whether you're looking for relaxation, mild euphoria, or simply curious to try a new product. This can guide your choice of beverage (e.g., THC for euphoria, CBD for relaxation).

8. Be Mindful of Food Intake: Consuming cannabis on an empty stomach may intensify the effects. Pairing with a light snack can help moderate the experience.

And Bars Are Welcoming It Too

This growing trend hits our beloved bars, many establishments are introducing thoughtfully crafted mocktail menus featuring zero-alcohol spirits, fresh ingredients, and complex flavors to provide the same level of sophistication as traditional cocktails. Some bars host special events or partnerships with non-alcoholic beverage brands to spotlight these options. By catering to the Dry January crowd, bars not only support health-conscious patrons but also tap into the growing sober-curious market, fostering inclusivity and loyalty among a broader customer base. This shift demonstrates how bars are adapting to changing consumer preferences while maintaining vibrant and engaging social experiences. You no longer have to sacrifice going out to participate in Dry January - go out and support these vibrant parts of our community who are working hard to create a fantastic experience for everyone,

Tips for a Successful Dry January

• Experiment with Recipes: Try mocktail recipes using non-alcoholic spirits, fresh juices, and garnishes. These companies do a good job with education and suggestions. 

• Explore Pairings: Treat non-alcoholic beverages with the same reverence as wine or beer by pairing them with meals.

• Stay Social: Seek out bars or restaurants with alcohol-free menus or host a tasting party featuring these innovative options.  I see more and more restaurants dedicating valuable menu space for non-alc cocktails.

• You do you: There is a lot less stigma with staying a night (or a month) off from alcohol. You define your own goals are and what is best for you. 

Dry January doesn’t have to feel like deprivation. With an ever-expanding array of low & non-alcohol options, along with cannabis beverages entering the spotlight, there’s something for everyone. Whether you’re committing to the whole month or simply exploring alternatives, the journey toward a mindful relationship with drinking can be flavorful, fun, and fulfilling.

Find more about me at www.jaycalabrese.com

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References:

1: Survey: More Americans Embrace Dry January in 2024 | NACS (convenience.org)

2: What’s driving the growth of no-alcohol in the US? - IWSR (theiwsr.com)

3: Liquor Stores Make Room for Cannabis and CBD Beverages | Beverage Dynamics