Business Daily The 'Dry January' effect
Jan 15, 2026
Joining the discussion are Martin Lodevikes, President of IWSR, who provides insights on non-alcoholic market trends; Erica Doyle, founder of Drink Dry, who shares retail strategies in Dubai; and John Asagonde, founder of Eden Bar, talking about non-alcoholic social spaces in Ghana. They delve into how Dry January sparks a year-round moderation trend, the rise of non-alcoholic beer, and the impact of major drink firms joining the scene. The conversation also highlights the demand for quality, ready-to-serve options and the education needed for consumers.
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Small Market, Strong Momentum
- Non-alcoholic drinks are only about 1% of the global market but showing sustained double-digit growth in some countries.
- The category is becoming embedded in consumer behaviour, not a one-off fad.
Beer Leads The Category
- Non-alcoholic beer dominates the category because it meets refreshment and relaxation needs.
- Non-alcoholic wine and spirits face harder taste-replication challenges and may remain niche.
Founder Driven By Personal Need
- Sonia Mitchell started Jump Ship because she wanted the ritual of a beer without hangovers while balancing family life.
- She worked with a professional brewer and iterated recipes until one version delighted tasters.