Dry January in the US On-Premise: How beverage brands can win

The January Reset Is Real—and Younger 

Dry January continues to be a popular trend among consumers and suggests a continuation of a bigger shift among many toward mindful drinking.  

Four in ten US On‑Premise consumers say they’re very or somewhat likely to take part in Dry January in 2026, while one‑third are unlikely—signalling meaningful, but not universal, abstention. Gen Z (50%) and Millennials (49%) lead the trend, with Gen X (38%) and Boomers (44%) still notable participants. 

For Dry January participants, soft drinks (57%) and hot or iced drinks (41%) lead the list of alcohol substitutes, underscoring the need to elevate non‑alcoholic offerings so they feel like intentional choices rather than compromises. Sparkling water (29%) and mocktails (15%) follow as popular alternatives, while alcohol‑free beer (13%), wine (12%) and spirits (11%) provide additional pathways for engagement. Still, about 10% of participants plan to skip On‑Premise visits entirely, highlighting the importance of making these options compelling enough to keep consumers coming in. 

Beyond Dry January: The Moderation Momentum 

Even among consumers unlikely to join Dry January, two thirds intend to moderate rather than maintain status quo—evidence that “less, but better” is a year‑round mindset, not a one‑month flash. 

Non‑alcohol options are already a strong part of the mix: soft drinks (56%), coffee (44%) and iced tea (39%) dominate recent On‑Premise choices, while alcohol‑free beer, wine and spirits remain niche but growing in popular choice. Layer in the fact that nearly 4 in 10 consumers tried a new drink last month—led by Gen Z (60%) and Millennials (58%)—and Dry January becomes a perfect stage for innovation. Cocktails (24%), beer (20%), soft drinks (17%) and coffee (16%) top the list of new drink experiments, signaling a clear appetite for variety and discovery. 

Dry January continues to be a powerful catalyst for non‑alcoholic beer growth. Sales velocity surged in 2025, with January value velocity up vs monthly average across the year and a striking 65% increase in January compared to the prior year. The upward trend persisted through the first half of the year, underscoring how early‑year occasions like Dry January, combined with improved assortment drove momentum.  

A Playbook for Brands

Leaning into moderation year‑round by offering low‑ABV serves like spritzes and lighter beer styles, plus smaller formats will meet the needs of consumers looking to moderate. These options appeal to consumers who want to cut back without cutting out, helping maintain engagement beyond January.  

At the same time, brands can engage younger audiences through discovery. Gen Z and Millennials love trying new drinks, so being creative in showcasing creativity, aligned storytelling, bartender creativity and inspire experimentation to build buzz will help with year-round moderating consumers who still engage fully with category and brands.  .

To Finish

Matthew Crompton, VP On-Premise, Americas at CGA by NIQ, said: “Dry January isn’t just a consumer trend—it’s a strategic moment for suppliers. Consumers are signaling that they want choice, quality, and experience, whether that’s zero‑proof or low‑ABV. Brands that respond with elevated offerings and creative activation will not only protect share in January but build loyalty for the long term.”

Dry January isn’t a drop‑off—it’s a reframe. Consumers, especially younger cohorts, still want sociable, flavorful experiences; they’re simply moving across a spectrum—from alcohol to premium non-alcohol and low‑ABV choices. Brands that deliver quality, ritual, and discovery will win January and set momentum for the year ahead. 

Source: NIQ US On‑Premise Impact Report (December 2025), survey of 1,600 LDA consumers across TX/NY/FL/CA, fieldwork Dec 3–5, 2025. 

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