January 30, 2024
Farewell to Dry-January: Embracing the Era of Non-Alcoholic Beverages
As we navigate the year ahead, a recent trend is making waves in the beverage industry – the rise of non-alcoholic options. With over a quarter of individuals expressing a desire to reduce their alcohol consumption, the demand for non-alcoholic alternatives is soaring.
As we transition from the sobriety of Dry January and strive to maintain our New Year’s resolutions, we’re excited to delve into the thriving non-alcoholic sector. An increasing number of brands are responding to this shift in consumer preferences, offering innovative and flavorful N/A options.
Our Strategy and Design teams keep our fingers on this movement’s pulse, dissecting the trends and spotlighting the brands leading the charge. This is not just a fleeting trend but a significant shift in the beverage landscape that is here to stay.
We’re also thrilled to announce our collaboration with our new client, Sipeos. Together, we will work on refreshing and repositioning their brand and designing the prototype for their inaugural brick-and-mortar location set to open this year. So, let’s raise a glass to the exciting journey ahead!
DISTILLING THE DATA
- The percentage of young adults (ages 18 to 34) who say they drink alcohol decreased from 72% in 2001-03 to 62% in 2021-23. (source)
- Social media is a big factor in promoting Dry January. 73% of TikTok users want to take a break from drinking in January 2024, while only 37% of non-TikTok users are interested in doing the same. (source)
- Nearly half (46%) of people who drink are trying to drink less alcohol, and 52% of them are choosing non-alcoholic drinks instead. (source)
- According to a 2019 study by the University of Sussex, in 2018, around 90% of people who took part in Dry January saved money, 71% experienced better sleep, 58% lost weight, 54% noticed an improvement in their skin, and 67% felt more energetic. (source)
- Research shows that Dry January is a successful campaign for changing behavior. 72% of participants continued to drink less harmfully 6 months after completing it. (source)
BRANDS WE LOVE
0%
An inspiration from the other side of the world, 0% is a Japanese brand dedicated to creating experiences around the non-alcoholic movement. Modern and innovative, this brand has everything we love – from a creative brand identity to an in-person studio and their line of very creatively branded products.
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Bar Nuda
This LA-based Mexican-inspired popup promotes wellness and healing through the non-alcoholic lens. We love their approach and uniqueness. It’s really an excellent place for cool people who want to have fun and not worry about feeling sick the day after.
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The New Bar
The New Bar offers sober-curious people a place to be more mindful of their drinking, no judgements. A self-described “place for anyone and everyone who wants to drink less”, opening various locations throughout the West Coast, this retailer captured our attention through their creative branding and delicious-looking mocktails.
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Soft Spirits
A curator of non-alcoholic drinks, Soft Spirits has a unique and fun branding that, just by looks, can make anyone want to try their beverages. What started as an LA-based in-person shop is now a subscription service offering a quality selection of alcohol-free drinks and hosting events around LA.
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Boisson
This retailer is a hub for quality non-alcoholic beverages. With online sales and eight brick-and-mortar locations throughout the US, Boisson is here to stay. We love their variety and commitment to educating people about the alcohol-free movement.
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Sipple
A fun brand with a positive approach to being alcohol-free. Seeing zero proof as a cultural mindset and burgeoning way of life, Sipple’s mission is to make alcohol-free beverages more accessible to everyone.
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BRANDS TO WATCH
Last but not least – our new partner! Founded by two passionate people we admire, Sipeos’ mission is to increase awareness of and access to great-tasting, healthier, non-alcoholic beverages. We are helping them refresh and reposition their brand, with the expression of their first brick-and-mortar cafe – coming soon!
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