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The Azira Team

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Trends on Tap: A Peek at Dry January’s Influence on Beverage Retail and the Booming Non-Alcoholic Market

Dry January has become a growing trend in recent years, with 21% drinking-age adults reporting they were planning to cut back on alcohol in January 2024, up 6% from 2023. In the midst of this shift towards more sober-curious consumers, a new industry of alcohol alternatives have sprung up, with a host of new products around non-alcoholic beers, wines and spirits.

And to showcase all the new non-alcoholic options, specialty stores have popped up across the country. One of these is Boisson which has 6 locations in New York City and 3 in California.

How does Dry January affect visitation to both non-alcoholic specialty stores, as well as traditional liquor stores? Azira looked at consumer behavior data for non-alcoholic specialty retailer Boisson, compared to its nearest traditional retailer store in 3 markets, San Francisco, Los Angeles, and New York. We compared the visitation patterns in January 2024 versus October 2023, to compare a non-holiday month.

How Did Beverage Retailers Do During Dry January?

The liquor stores all saw a significant drop in visitation in January, down more than 20% from October levels. Meanwhile, the Boisson locations had a rosier picture – averaging a 9% increase in January versus October. However, some Boisson locations were doing better than others. The NYC Boisson location, in Williamsburg, Brooklyn, saw a 26% increase in visitation versus January. Meanwhile, the Los Angeles Boisson in Studio City saw an 8% drop in visitation.

Dry January's Impact on Liquor Stores and Non-Alcoholic Specialty Stores

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Looking Ahead in the Beverage Retail Industry

The rising popularity of Dry January and the shifting preferences of consumers toward non-alcoholic alternatives have undoubtedly reshaped the landscape of the beverage industry. The emergence of specialty stores like Boisson reflects the dynamic nature of consumer behavior, with a notable surge in visitation during January compared to traditional liquor stores. This trend signifies a growing market for non-alcoholic options, fostering innovation and diversity in the beverage sector.

In the ever-evolving landscape of consumer behavior, businesses that remain proactive in identifying and capitalizing on emerging trends, such as the rise of alcohol alternatives during Dry January, stand poised for sustained success. As the market continues to evolve, staying on top of these trends becomes not just a strategic advantage but a crucial element for businesses seeking to meet the evolving demands of consumers.

With Azira’s data on people and places, you can understand how consumer behavior trends affect retail. Want to learn more? Get a demo.


Azira studied consumer behavior data for liquor stores (including BevMo!, Bedford Wine & Spirits) in San Francisco, Studio City, and Williamsburg, Brooklyn for January 1 -31, 2024 versus October 1-31, 2023. Insights studied included visits & unique visitation.

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