Are you doing Dry January?

By Mallory Ambrose | January 19th, 2023

Does happy hour seem a little quiet? Are you seeing a surge in your bar’s mocktail sales this month? Sounds like the sobriety vow of “Dry January” is upon us!

Following a holiday season in which many of us probably overindulged in the spiked hot cocoa one too many times, Dry January is the perfect reset for our bodies as we head into the new year. This worldwide annual challenge involves the short-term abstinence of alcohol for all of January’s 31 days. With the growing popularity of high quality, low-ABV and non-alcoholic alternatives available, there’s never been a better time to achieve this month of sobriety!

How and Why is January Dry?

Beginning in 2013 as a campaign delivered by Alcohol Change UK with almost 4,000 participants, this year marks the 10th anniversary of Dry January – and wow has it grown.

Since its inaugural year, this sobriety challenge has skyrocketed in popularity. 2022 saw over a third of U.S. adults, 35%, participate in Dry January, a pronounced increase from the 21% who took part in 2019, according to CGA.

CGA’s consumer research highlights that of those who participated in Dry January last year, almost three-quarters said they would continue drinking alcohol-free beer, spirits, and mocktails while 64% planned to drink alcohol-free wine. This is exciting news for emerging brands within the non-alcoholic, low-ABV space, and underscores the opportunity for suppliers to introduce non-alcoholic brand extensions to consumers.

Word-of-mouth seems to be a driving force in the alcohol-free challenge’s growth. About 39% of those who have heard about Dry January decide to join the challenge, many participants cite undertaking this sober movement as part of a group with friends in an effort to hold each other accountable for the temporary month of sobriety.


Dry January allows people to “sample sobriety” without feeling like they must skip alcohol forever.

You might be thinking to yourself, ‘Why would I do that?’ But the numerous benefits show there might be more to this challenge than sober discipline.

This alcohol-free month can improve sleep quality, overall mood, and energy levels. Studies have shown that it can aid in weight loss, strengthens the immune system, reduces anxiety, and has the potential to positively impact personal drinking tendencies for the rest of the year.

Today, participants of Dry January are able to forego alcohol without the social sacrifice. With an ever-growing trend of consumers cutting back for health and wellness reasons or abstaining long term, the spirit-free, zero-proof cocktail culture has grown tremendously within the last few years. On-premise locations like hotel bars are taking note, now offering a wide selection of high-quality, innovative mocktails as well as alcohol-free beer and wine.

Best Spots to Celebrate Dry January!

Spaces habitually focused on alcohol — like bars and restaurants — are increasingly adopting the “sober-curious” mindset, instead offering a variety of high-quality non-alcoholic alternatives to those looking for exciting zero-proof options.

Check out these trendy spots across the country where you can be spirit-free without sacrificing any flavor or fun!

THE BAR at Delta Sky Club

Find yourself traveling this month? Visit THE BAR at Delta Sky Club and enjoy their Dry January inspired alcohol-free drink of the month, the “Hibiscus Cos-no-politan” handcrafted with Seedlip Garden 108.

Hard Rock Cafe

Enjoy the immersive world of music and iconic memorabilia while sipping on some of the flavorful hand-crafted zero-proof alternative rock beverage options available at Hard Rock Cafe, like the “Mango Tango,” “Mango-Berry Cooler,” and “Strawberry Basil Lemonade.”

IHG Hotels & Resorts – Lifestyle, Luxury & Premium Collections 

IHG Hotels & Resorts has partnered with Fever Tree and Seedlip in the development of their alcohol-free beverage menu available at all Lifestyle, Luxury and Premium Collections.. They offer an exciting array of beautiful hand-crafted mocktails perfect for those who prefer zero-proof options.

“Garden Eastside”

“Cranberry Refresher”

“Spiced PaNOma”

“Cucumber Gimlet”

“Seed To Tree”


“Light Breezy”

“Blueberry Nojito”

“Garden Ginger”

Ambler Kitchen + Cocktails – San Antonio, TX

For those participating in Dry January, Ambler Texas Kitchen + Cocktails has developed a small menu of alcohol-free cocktails. Nonalcoholic bevvies include the “Bee Hive”, which uses citrusy Seedlip Grove 42, lavender bitters and honey.

Morton’s The Steakhouse

Delicious alcohol-free mocktails like the “Orchard Season” (Apple, Pineapple, Cranberry, Lemon, Sparkling Apple Cider), “Spa Spritz” (Dragon Fruit, Mango, Q Sparkling Grapefruit), and “Strawberry Coconut Coupe” (Pineapple, Strawberry, Coconut, Lime, Edible Gold Pineapple Floret) are offered for those looking to enjoy a spirit-free libation.

Your 3rd Spot – Atlanta, GA

Your drink of choice will perfectly compliment your experience at this venue. Exciting non-alcoholic options are offered to those looking for zero-proof beverages, “So Fresh, So Clean” (Non-alcoholic Tequila, Pineapple, Cucumber, Lemongrass Ginger Syrup, Lemon, Soda) and “Master Chiller” (Non-Alcoholic Spiced Rum, Orange & Pineapple Juice, Coconut Ginger Turmeric Syrup), along with Athletic Brewing’s Run Wild IPA and Athletic Light, refreshing brews that are sure to please even the most dedicated beer lovers. They also offer Giesen 0% Dealcoholized Sauvignon Blanc and Red Blend.

Silver Lining Lounge – Moxy NYC Lower East Side

Step into this sultry lounge and piano bar by on the ground floor of the Moxy Lower East Side. Silver Lining Lounge has two flavorful thirst-quenching, spirit-free options available, “Sing Street” (Seedlip Garden, hibiscus, rhubarb, pink peppercorn, lemon) and “Troublemaker” (Red bell pepper, habanero, lime, ginger beer).

The Lobby Bar Four Seasons Resort Orlando at Walt Disney World Resort 

This resort thoughtfully offers non-alcoholic options at all of its restaurants. The Lobby Bar stands out with two spirit-free options, “Running On Zero” (Rum Zero, lemon, pineapple, ginger beer) and “Open Season” (Herbal Seedlip, carrot, ginger, jalapeno), along with Athletic Brewing’s Run Wild IPA.

If you weren’t able to participate in Dry January this year, no worries, there is always Sober October! If you find that neither of those work for you, you can always create your own sobriety challenge like IMI Agency’s Senior Account Manager, Gabe Fore did this past summer. You can check out his spirit-free journey in the four part Free-Spirited Summer & Fall series linked below!

The Finale of an Alcohol-Free Season
Sober October has arrived!
Could the Alcohol-Free Category be the Biggest Missed Sales Opportunity in National Accounts?
A Sommelier and overall bev geek goes “alcohol-free” for a self-prescribed Free-Spirited Summer