Beyond Dry January: Why Low & No Alcohol Is Here to Stay

Dry January often brings low and no alcohol into sharper focus, but for many venues it’s no longer just a one-month conversation.

Over the past few years, demand for well-made low and no alcohol options has grown steadily, not just from people taking a break in January, but from guests who want more choice all year round. Whether it’s for health, moderation, driving, or simply preference, expectations have changed.

Crucially, so has quality. Those of us who’ve been around long enough will remember when low and no alcohol meant very limited choice, often with Kaliber as the default option! Thankfully, things have moved on considerably.

Low and no alcohol no longer needs to feel like an after thought on a menu. When done properly, it becomes part of a considered drinks offer rather than a compromise.

A Broader Drinks Offer, Done Properly

From a trade point of view, the most successful low and no alcohol ranges are the ones that mirror a venue’s wider approach: familiar styles, recognisable categories, and drinks that feel deliberate rather than token.

That applies just as much to wine and beer as it does to spirits or soft drinks.

Low & No Alcohol Wines

When it comes to wine, quality and balance matter more than ever. We work with a range of low and no alcohol wines, including the fantastic Libera range.

Both the Libera Pinot Grigio and Libera Primitivo are 0.0% alcohol, offering clearly defined styles that sit comfortably on a wine list rather than feeling like a novelty. They provide a genuine alternative for guests who want the wine experience without the alcohol.

Alongside Libera, we offer other low and no alcohol wines across different styles, allowing venues to build a small but credible section that reflects their broader list.

Low & No Alcohol Beer

Beer has arguably led the way in this category, and the standard continues to rise.

We work with breweries producing excellent alcohol-free beers, including Cold Bath Brewing, whose 0% option shows just how good alcohol-free beer can be when it’s made with care.

Alongside this, more established names such as Guinness 0.0, Krombacher and Alhambra provide familiar, trusted options that customers recognise and feel comfortable ordering.

Thinking Beyond January

Dry January may be the prompt, but the bigger opportunity lies in treating low and no alcohol as a permanent part oft the drinks conversation.

For venues, that means better choice for guests, stronger inclusivity on menus, and a more thoughtful, modern drinks offer.

As with everything we do, our focus is on selecting products that make sense commercially and stylistically — not just ticking a box.

If you’re reviewing your low and no alcohol range, January is a good time to start the conversation, but the aim should always be something that works long after the month ends.