By Daniel Woolfson2020-12-10T13:20:00+00:00
Source: Unsplash
According to Alcohol Change UK, the Dry January movement started with 4,000 people in 2013, and had hit four million participants by 2020.
Drinks brands are gearing up to cash in on Dry January with new low & no lines and campaigns.
Almost half of 1,000 shoppers (48%) quizzed in a survey by Perspectus Global in October said they were planning to give up booze for January, with 24% doing so for the first time.
According to Alcohol Change UK, the Dry January movement started with 4,000 people in 2013, and grew to a whopping four million participants in 2020.
Suppliers are preparing to spend big on the low & no category to capitalise on the movement. Bacardi director of grocery Simon Owen revealed major plans to expand its lines, having launched the 0% Martini Vibrante this year.