What started as a 30-day reset has become a full-fledged lifestyle. “Sober-curious” isn’t just for wellness enthusiasts; it’s for anyone who wants to feel good without missing out. For retailers, Dry January is no longer a sales slowdown; it’s a shelf-wide opportunity to grow your business.
MODERATION NATION
The new drinking mindset isn’t about abstaining; it’s about alternating.
- Zebra Striping is In: Shoppers are mixing things up, grabbing Non-Alcoholic beers for weeknights, low-ABV spritzes for weekends, and spirits for special occasions.
- Bundle the Balance: Offer “Dry January Discovery Packs” that feature a mix of Non-Alcoholic wines, functional sodas, and light RTDs to encourage trial.
- Normalize the Choice: Create signage that embraces every taste. For example: “Drink, or don’t! You’re welcome here.”
THE RITUAL REMAINS
Even without the alcohol, consumers want the same experience.
- Curate “DIY Mocktail Kits”: Bundle Non-Alcoholic spirits, mixers, syrups, and garnishes to inspire at-home creativity.
- Cross-merchandise with Intention: Place bar tools and décor alongside Non-Alcoholic products to elevate the occasion.
BEVERAGES WITH BENEFITS
Shoppers want to feel something (just not hungover).
- Wellness Sells: Highlight “better-for-you” sections. Think: low-sugar mixers, RTDs under 5% ABV, and Non-Alcoholic craft beers.
- Mood Over Proof: Kombucha spritzes and reishi or mushroom-based drinks are gaining shelf space for a reason.
- Function over Form: Use shelf tags like “Energy-Boosting,” “Stress-Soothing,” and “Sleep-Friendly” to spotlight functional benefits.
SELF-CARE SEASON
January is the month of self-improvement, not self-denial.
- Market the Mindset: Promote Dry January as a positive choice about gaining energy, sleep, and clarity…not giving up fun.
- Think Digital: Use QR-linked signage or shelf talkers to share mocktail recipes and at-home wellness pairings.
Sober curiosity isn’t a fad, it’s the future of flavor. Shoppers want balance, wellness, and experience, not extremes. And when it comes to curating shelves, the best way to win Dry January is to make it anything but.
