Dry January at online retailers and restaurants: Alcohol sales collapse in January

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Dry January is a trend that started on social media. It is now clear: the temporary abstinence has an impact on the real economy. Alcohol business ended in retail and food and beverage services in January. Restaurateur Michel Péclard (55), who has 16 restaurants in and around Zurich, says: “There is usually less business in January. However, it is noteworthy that much less alcohol is consumed by the guests. Péclard attributes this to greater health awareness. Péclard is even considering adding non-alcoholic wine to the menu. This has long been common practice in the USA and Germany: “Personally, I don’t really like wine without it, but there is demand.”

It’s not just the catering industry that’s feeling the effects of Dry January. Online retailer Galaxus is recording a real decline in alcohol sales. In the first three weeks of the year, 53 percent fewer alcoholic beverages were shipped compared to the same period in December 2023. Red wine is experiencing the biggest decline these days: Galaxus shoppers saw 80 percent fewer Merlots, Primitivos and similar items in their shopping carts than ever before. The decrease in demand for alcoholic beverages such as gin and whiskey is around 55 percent.

More alcohol alternatives

Comparison month December is traditionally a month of strong sales – especially when it comes to alcohol sales. However, looking back at the past, it seems that the tendency to abstain from alcohol has increased compared to previous years. In January 2020, Galaxus sold “only” 28 percent fewer alcoholic beverages compared to December 2019. Since then the decline has increased each year. Galaxus’ Tobias Heller confirms: “According to our numbers, the Dry January trend has definitely increased over the last few years.”

The January trend is accompanied by a boom in non-alcoholic alternatives to beer, wine and spirits. Major distributors Coop and Denner also confirm this upon request.

Restaurant owner Péclard is also participating in the abstinence challenge. He hasn’t had a drop since January 1st. This is important in his professional setting: “I traveled with my team in the US for three weeks in November and drank a lot. It’s important for me.” And as a routine examination at the doctor showed: in the liver! Thanks to temporary abstinence, Péclard has already lost 8 kilos. “First of all, I feel much more alive. I need less sleep and I focus more. “The impact of drinking on the body and health is impressive.”

Source : Blick