Dry January Trend Analysis Reveals Non-Alcoholic Gin as an Emerging Star

Mocktail drinks brand Mixoloshe produces its zero-proof gin alternative to offer tasting notes of cucumber, citrus, spice and juniper. According to recent data, non-alcoholic gin stands as an emerging star within its category as Dry January continues to encourage healthier drinking habits. (Photo: Mixoloshe)

As “Dry January” reaches its midpoint, Taboola, a leading content recommendations tech company, has delved into readership patterns spanning from 2022 to 2023, unveiling noteworthy trends in the realm of non-alcoholic beverages.

Among these trends, non-alcoholic gin emerges as the second most favored spirit alternative, experiencing a remarkable 111% surge in readership interest over the past year. Taboola’s data also showcases a 114% spike for non-alcoholic whiskey, an 88% uptick for non-alcoholic beer and a 36% rise for non-alcoholic wine during the same period.

Beyond spirits, other non-alcoholic beverage brands are seizing the opportunity presented by Dry January. Olipop, a low-sugar prebiotic soda brand, stands out by offering complimentary sodas as part of its “Mocktails in Minutes” campaign. In a competitive field, Taboola’s data notes that Olipop surpasses its counterparts with a staggering 146% increase in online interest, leaving Poppi with a 123% boost and Ghia with a 12% rise in the shadows.

In a parallel narrative, the topic of “Sober October” is gaining momentum with a remarkable 152% surge in readership interest, according to the figures. This suggests a growing enthusiasm for alcohol-free months in the coming year. Additionally, “non-alcoholic beverages” witnessed a 29% rise, while “sober drinking” experienced a 21% increase in readership interest during the same timeframe.

This analysis is made possible by Taboola’s scrutiny of over 600 million daily active users across numerous news publishers, including USA Today, Business Insider and CNBC. Through this lens, the evolving landscape of non-alcoholic trends becomes clear, marking shifts in consumer preferences and highlighting the industry’s response to the rise of alcohol-free movements.

Dry January is a global health and wellness campaign encouraging individuals to refrain from alcohol throughout the entire month. Participants willingly dedicate themselves to an extended hiatus from alcoholic drinks, seeking to reset habits, enhance both physical and mental well-being and advocate for alcohol-related issues. The initiative has gained widespread popularity, creating a supportive global community and encouraging a thoughtful approach to alcohol consumption.

In a recent Dry January release, Scottish spirit brand Hendrick’s Gin announced that for the entire duration of the month, it will operate as a gym. Hendrick’s Gym-themed water bottles and cucumber-inspired sweatbands were released accordingly.

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