January 1st brings resolutions and for a growing number of your guests that means putting down the glass, at least for a while. Dry January has evolved from a niche wellness experiment into a mainstream movement and the numbers back it up. According to a Gallup survey, the share of young adults who reported that they consume alcohol fell to 50% this year from 59% in 2023. That’s not a blip. That’s a shift.
And here’s what smart operators already know: sober-curious doesn’t mean staying home. These guests still want to go out, celebrate, socialize, and feel like they’re part of the experience. The bars and restaurants that welcome them with thoughtful options and zero judgment don’t just retain customers in January, they build loyalty that shows up in their numbers all year.
This isn’t about replacing your cocktail program. It’s about expanding it, protecting your check average, and giving your team one more way to say “yes” to every guest at the table. Here’s how to make Dry January work for your business.
The Business Case for Non-Alcoholic Options
Let’s start with the reality: the guests skipping alcohol in January aren’t your lost revenue, they’re your untapped revenue. The question is whether you’re set up to capture it and track it.
The non-alcoholic category is expected to grow at an average of 18% annually through 2028, according to IWSR Drinks Market Analysis. If that growth rate isn't enough to sell you on the importance of including NA in your menu, NielsenIQ data shows that non-alcoholic alternatives like NA beer, zero-proof spirits, or mocktails make up 25% of the drink categories consumed in the on-premise.
Perhaps most importantly, 94 percent of consumers who purchase non-alcoholic products also purchase alcoholic ones. These aren’t teetotalers; they’re your regulars moderating their intake, alternating between a cocktail and something lighter, or taking a month off before returning to their usual orders.
The opportunity isn’t either/or. It’s both, and it’s incremental.
Build Out Your NA Menu (Without Overcomplicating Things)
You don’t need a massive overhaul to serve the sober-curious crowd. A few intentional additions backed by a clear menu strategy go a long way.
Start with your cocktail menu. The easiest entry point is creating non-alcoholic versions of drinks you already make. If you have a house margarita, can you build a version with zero-proof tequila, fresh citrus, agave, and a salt rim? If you’re known for spritzes, a non-alcoholic aperitivo over soda with an orange twist hits the same notes.
Dedicate real estate on your menu. A small “Zero Proof” or “Mindful Drinking” section signals to guests that these options exist and are worth ordering. Give NA drinks their own moment, with clear names, flavor cues, and short descriptions that help your team sell.
Stock a few hero products:
- NA spirits: Gin, whiskey, and tequila alternatives give your bartenders something to work with beyond juice and soda and let you build a true zero-proof list.
- NA beer: Quality NA lagers, IPAs, and wheat beers let beer drinkers stay in their lane while moderating. Make sure they’re listed on your menu or beer board, not just sitting in the cooler.
- NA wine: Dealcoholized wines and complex wine alternatives give non-drinkers a way to participate in bottle and by-the-glass moments.
- Ready-to-drink NA cocktails: Canned or bottled NA cocktails are a low-lift way to expand options during busy shifts.
Train your team
Your bartenders and servers should be able to recommend NA options with the same confidence they’d recommend a bourbon or a by-the-glass pour. A knowledgeable suggestion, “Our zero-proof negroni is really popular," or "I can make you a custom mocktail if you tell me what flavors you like”, turns them into regulars and keeps your check average steady.
Price for Profit, Not Apology
One of the biggest mistakes operators make with NA drinks is underpricing them. A mocktail that uses fresh ingredients, house-made syrups, and thoughtful preparation shouldn’t cost $5 just because there’s no alcohol in it.
Price based on experience, not ABV. If your cocktails are $14–16, your mocktails should be in the $10–13 range. You’re still delivering craft, creativity, and presentation. Guests understand that, and they expect to pay for quality when the drink looks, feels, and tastes like it belongs on your cocktail list.
Avoid the “virgin” tax perception. The trick is making NA drinks feel like their own category, not a lesser version of the real thing. A “Virgin Mojito” for $8 next to a $15 Mojito feels like you’re charging for subtraction. A “Garden Smash” with cucumber, mint, citrus, and sparkling water at $11 feels like a menu item worth ordering.
Consider NA pairings. Fine dining establishments have started offering non-alcoholic pairing menus alongside their wine pairings. If you do tasting menus or prix-fixe dinners, this is a premium upsell opportunity that serves the sober-curious guest beautifully and keeps your pairing revenue intact.
Promote Dry January Before It Starts
If you’re thinking about this in late December, you’re right on time. The best moment to promote your Dry January offerings is the week between Christmas and New Year’s, while guests are already thinking about their resolutions and planning where they’ll go out.
Update your channels:
- Post your NA menu or highlight specific mocktails on Instagram with a “Dry January? We’ve got you.” message.
- Add a note to your website and Google Business profile about non-alcoholic options so guests can find you when they search.
- If you have an email list, send a short note welcoming Dry January participants and showcasing what you offer, including photos and suggested pairings.
Serve Everyone at the Table
Here’s the real magic of building out your NA program: it’s not just about the person doing Dry January. It’s about keeping the whole group coming through your door and staying for that second round.
Think about a table of four where one person isn’t drinking. If your only options are soda, juice, or water, that guest feels excluded, and the group might choose a different spot next time. But if that guest can order a thoughtfully crafted mocktail, participate in the round-buying, and feel like part of the experience, everybody wins, and your total check is less likely to dip.
The same logic applies to pregnant guests, designated drivers, guests on medication, guests in recovery, and anyone else who wants to be out without alcohol. These aren’t edge cases. They’re a meaningful slice of your potential covers, and they remember which establishments made them feel welcome and taken care of.
Think Beyond January
Dry January is a moment, but the broader trend isn’t going anywhere. Gen Z drinks 20 percent less than Millennials, who already drink less than Gen X and Boomers. Conscious consumption, wellness culture, and the “sober curious” movement are reshaping how people think about alcohol, not just in January, but year-round.
The investments you make now pay dividends beyond the month:
- Menu development: The mocktails you create for January become permanent menu additions and give you more flexibility for seasonal features.
- Staff training: Your team gets comfortable recommending and making NA drinks, which improves service and speed when the bar is slammed.
- Inventory relationships: You build connections with NA distributors and brands for future orders, samples, and events.
- Guest loyalty: The sober-curious guest you serve well in January becomes a regular the rest of the year, and often brings friends.
This isn’t about chasing a trend. It’s about recognizing that your guests’ relationship with alcohol is evolving, and evolving your offerings to meet them where they are, without sacrificing profitability or service standards.
Dry January doesn’t have to mean a dry register. The operators who lean in, build thoughtful options, and welcome every guest at the table will find that January becomes an opportunity rather than a slump.
Your sober-curious guests are coming. The only question is whether they’re coming to you, or somewhere else that’s already ready for them.
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