Dry January: Softly does it

As more and more people shun alcohol, soft drinks are truly coming into their own. Show your customers there’s far more to non-alcoholic drinks than meets the eye this Dry January

Ah, January. The month of snowdrops, fresh starts, resolutions and Dry January. The public health campaign aims to encourage people to have an alcohol-free month to help with their wellbeing and health. It also presents an opportunity for operators to promote an exciting soft drink offering to pull customers through the door and keep the tills ringing.

Show how Dry January friendly you are with a selection of artisan mocktails, luxury hot drinks, sophisticated soft drinks and alcohol-free beers, wines and ciders.

Did you know?

ADULT SOFT DRINKS IS ONE OF THE COUNTRY’S FASTEST-GROWING CATEGORIES

THINK DIFFERENTLY

Introduce new ranges from premium brands. Fever-Tree is well-known for its innovative mixers and ones such as Smoky Ginger Ale and Spiced Orange Ginger Ale can work well in nonalcoholic cocktails. Fentimans and Luscombe are also premium brands worth stocking and can be used as they come or mixed.

Could you invest in a juicer to offer healthy fresh juices? This will enable you to provide a choice of different flavours, healthy ingredients and a premium taste profile, plus customers will enjoy creating a drink, tailored to their favourite flavours.

Could you create a separate soft drinks and mocktails menu? Pack it with choice so non-drinkers feel catered for and looked after.

Create an experience by serving mocktails in a specialist glass and ditch the classic ice and slice garnish for fresh fruit and herbs. Keep things simple and stock a range of mocktails that are ready to serve – it’s easy and space-saving for you and impressive for customers.

SHOUT ABOUT IT

If you run a bar, shouting about the range of alcohol-free drinks you have can appeal to a whole new customer base. Use Dry January as a tool to offer special deals or even a competition to boost your bottom line even more. Promote your offer on your social media channels to capture attention and attract those thirsty customers.

Did you know?

25% OF THOSE AGED 16 TO 24 CONSIDER THEMSELVES ‘NON-DRINKERS’ AND THE NUMBER OF ‘LIFETIME ABSTAINERS’ INCREASED FROM 9% TO 17% (BMC Public Health, 2018)

Give these suggestions a whirl to seriously maximise on the Dry January opportunity

Not a pina colada

Whisk pineapple juice, coconut milk drink, fresh lime juice and icing sugar together and chill. Serve with slices of fruit to garnish.

Passionfruit cooler

Pour mango juice, fresh lime juice and vanilla syrup over crushed ice in a highball glass. Top with soda water and garnish with half a passionfruit and a sprig of mint.

Mojito mocktail

Blend chopped apple, chopped cucumber, fresh lime juice and mint leaves together. Pour into a glass and top with sparkling water.

Hot, hot, hot

Go for a white version of the classic hot chocolate for a change: heat milk, white chocolate and vanilla extract and top with marshmallows or white choc chips and a sprinkle of cinnamon. For a flavour kick, add a splash of peppermint extract, mix in coconut extract or stir in freeze-dried strawberry powder. Delicious!

Hot not toddy

Add honey, lemon juice, ground cinnamon and ground nutmeg to a mug or glass and top up with hot tea. Stir and garnish with a slice of lemon.