Dry January: How One Month Became a Movement

Wellness-focused, “sober-curious” consumers are driving interest in booze-free cocktails, a relative newcomer to the $180 billion beverage industry.

There’s no question that COVID drove us to consume more alcohol. It took a year to realize we can’t drink our way through a pandemic. 2021 was the year of wellness and the rise of the non-alcoholic spirit category. According to Nielsen data, the no- and low-ABV sector has grown 506% since 2015, and annual growth for the category is expected to hit 7.1% by 2025. By category, NA beer and cider grew 31.7%, wine increased 39.4% while zero-ABV spirits saw sales grow 113.4% over the last year.