Dry January 2023: How to Keep Restaurant Sales Up When Alcohol Consumption is Down
In 2026, Dry January has evolved from a temporary resolution into a structural shift in consumer behavior, with over 25% of alcohol buyers participating. As traditional spirit sales slumped by 7.5% in early 2026, savvy restaurants are recouping margins through “Clean Label” mocktails and functional, adaptogen-infused beverages that cater to a more permanent “sober-curious” lifestyle.