Are you making the most of Dry January?

Combat the new year sales slump by taking part in Dry January with exciting drinks and enticing events

January tends to be a quiet month but with the increased interest in being healthy and drinking less, Dry January could be just what your venue needs to bring in more customers. Don’t just go for a half-hearted approach of a social post or tiny poster about some cola and lemonade deals – make an occasion of the month with special menus and key events each week to increase footfall. The younger demographic is the key audience to target here. Alcohol Change, the charity behind Dry January, says a quarter of people aged 18 to 34 were planning to take part in the challenge in 2023, compared with only 10% of people aged 55 and over.

“Interest in health naturally came to the fore during the pandemic, and our research shows 70% of consumers now try to lead a healthy lifestyle”

- Fentimans Soft Drinks and Premium Mixers Report 2023 by CGA

7 drinks to stock for Dry January

Lucozade Sport Zero Sugar

Help your customers get a healthier boost in January with this new low-calorie, naturally flavoured drink from Lucozade. Available in Orange & Peach and Raspberry & Passion Fruit.

Warner’s Juniper Double Dry 0%

Fabulous in mocktails or a G&T, this 0% gin has a spicy base, herbal hit, citrus edge and peppery finish to give it the recognisable flavour of a quality spirit.

BottleGreen Cordials

These cordials hail from the Cotswolds and offer refreshing serves to customers looking for something premium. Try the new Lime & Mint and Orange & Lemon flavours.

London Essence White Peach & Jasmine Soda

This soda contains juice sourced from white peaches to give a subtly sweet taste. Perfect on its own as a light drink, or use in mocktails.

Whitley Neill Raspberry 0.0

For customers who like a little sweetness in their non-alcoholic gin. Pair with a plain tonic and fresh raspberry garnish, or use in a variety of mocktails.

Heineken 0.0

Non-alcoholic beer is a must for those who don’t want to stray too far from their usual drink. Heineken’s version balances refreshing notes with soft malty body.

Schweppes Night Light Vibes

By combining peach and coconut notes, Schweppes has created a velvety flavoured soda. Delicious on its own or pair with non-alcoholic vodka or rum.

How can you encourage customers through the door?

Movie nights
It’s cold outside in January so why not put on a cosy film night each week? Screen a popular film and sell tickets that include a meal and soft drink. Go big on publicity with posters in your venue and on tables over Christmas and talk about it on your social channels. The licensing costs of showing films isn’t as much as you think – learn more here.

Tasting experience
A brilliant way to boost non-alcoholic sales in January and beyond is a tasting evening. Ask a supplier if they’d like to help host or recruit your most knowledgeable bartender, sell tickets and invite customers to sample various soft drinks and mocktails. Offer a deal on drinks bought after the event or give out a voucher for a discounted mocktail in the month of January.

How can you encourage customers through the door?

Fitness friends
Help your customers with their new year’s resolutions by partnering with a local yoga or Pilates studio. If you’ve got the space, you could offer an all-in-one ticket for the class, plus food and a mocktail afterwards. Alternatively, join forces with a local running club – offer their members discounted soft drinks and mocktails on certain nights of the week in January.

Healthy options
Many customers will be looking to start 2024 with the best of intentions so ensure your January menu helps them stay on track. Think about some Veganuary healthy options, and for every dish ordered off your special menu give a discount on a mocktail or premium soft drink. Get vegan inspiration here

Get snacking
Bar snacks aren’t just for boozy nights. Sharpen up your snack menu for January with a good mix of classics such as Walkers and Pringles, and some more adventurous options like KP Thai Chilli Coated Peanuts. Offer promotions to encourage sales – if customers buy a round of four soft drinks (restrict this to mocktails and premium softs if desired), give away one or two bags of snacks.

Comfort food
There’s likely to be an equal number of customers looking for healthy options in January and those who want to indulge to forget the new year blues. Cater for the comfort eaters with a series of winter warmer special deals – filling soups and toasties for lunch with
a seasonal hot drink on the side, and stews and chillies for evenings with non-alcoholic beers.