Undeniably Bibulous

by ,

February is synonymous with many popular events, such as . . . 

  • The celebration of love and romance, in the form of Valentine’s Day.
  • Groundhog Day (a tradition observed regionally in the United States and Canada on February 2 of every year).
  • Lunar New Year (the beginning of a new year based on lunar calendars or, informally but more widely, lunisolar calendars).

For those of us in the Alcohol Beverage Industry, February also marks the end of “Dry January.”  Dry January is the name of a global public health initiative first launched in 2013 by Alcohol Change UK.  The challenge is to stop drinking alcohol for 31 days.  For those concerned with their alcohol consumption during the holidays, Dry January offers an opportunity to “slow things down.”  

Historically, January has been a slow month of sales for alcohol producers.  Adding the impact of Dry January has only made this situation harsher for them.  So, what is the solution?  Thankfully, we humans are undeniably bibulous.  That is, we like to enjoy drinks, very often in public settings, and usually surrounded by our friends.  January abstainers, for the most part, still want to socialize and feel included in their immediate circles, they simply would prefer to shift their consumption choices to low or no alcohol offerings.  Beverage producers who’ve paid attention to this trend have been adding no-alcohol and low-alcohol products to their portfolios and most have seen a positive return on their investment, as more on-premise accounts try to stock these items year-round.

The Dry January trend has been going strong for over a decade, so it is reasonable to think that it will continue, at least for the foreseeable future.  But just as people indulge before or after fasting periods (Mardi Gras, anyone?), February 1st is “Ice Cream for Breakfast Day,” which highlights our propensity to over-indulge, when attempting to satisfy our self-suppressed cravings.How do you fit into this equation?  Are you a producer who’s had to incorporate no-alcohol offerings?  Are you a consumer who regularly abstains from alcohol during January?

Cheers!

Luis Ayala,

Editor and Publisher        

http://www.linkedin.com/in/rumconsultant