The 'Dry January' effect

Festive celebrations at Christmas and New Year often involve increased alcohol consumption in many parts of the world. For some, that’s followed by a decision to take a break from drinking. It's become widely known as Dry January.However, data shows that more people are choosing to reduce their alcohol intake all year round. Alcohol-free drinks only make up about 1% of the total industry, but their popularity has risen quickly, and the vast majority is beer. How influential is Dry January really in this growing trend? And how will the smaller producers, who pioneered the non-alcoholic sector, fare now that the drinks giants are producing their own zero percent products? We examine the changing adult drinks market. If you'd like to get in touch with the programme, our email address is [email protected] and produced by Imran Rahman-Jones(Picture: Sonja Mitchell, founder of Jump Ship Brewing, based in Scotland, UK, holding a glass of non-alcoholic beer up in the air. Credit: Jump Ship Brewing)

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