How to capitalise on Dry January
After an intense year with many challenges, the prospect of Dry January might not fill many publicans with joy.
Participation in the annual campaign has grown since 2013, when 4,000 people first took on the challenge. In January 2025, almost 9 million Brits went alcohol-free, with a further 8 million cutting down.
However, even if your pub is a bit less boozy, it can still be busy. So what can you do to encourage people through the doors despite the planned abstinence?
Give customers a reason to visit beyond a drink
The old ‘Shall we pop out for a drink?’ is not something you can rely on in January. So it’s time to make your venue shine, and become more appealing than a night in watching Netflix with the curtains pulled.
To be honest, this approach should extend beyond January. People have less disposable income, and are becoming more discerning over where and how they spend their money. Social and leisure activities are planned for, rather than spontaneous and casual.
So you’ve got to make your venue the main event.
Live music, open mics and quiz nights are tried and tested ways to get bums on seats. But there are all kinds of creative ways you can draw people in. The key is to try things out and figure out what your audience enjoys. Events like movie nights, art workshops, book clubs, and allowing local music groups to use your space on quiet nights can all boost footfall. If you do food, try some themed menu nights.
Or an easier, low-key addition could simply be a stack of board games available for use, and adding activities like dartboards, shuffleboards or foosball tables if you have the space.
Increase your range
The move towards ‘low and no’ has been growing for several years, and practically every pub now stocks at least one or two non-alcoholic options. But it’s worth looking beyond the Guinness Zero and 0% lagers.
There is now much more choice when it comes to no and low alcohol products. A number of craft breweries offer non-alcoholic options, and while non-alcoholic wines have historically been hit-and-miss, techniques have advanced in the last couple of years. There are now some thoroughly enjoyable 0-percent wines and fizzes available, with sparkling Rieslings and Chardonnays among the most popular.
Spirits have also seen a real boom, with many well-known brands offering a 0% version – gins are especially popular, with botanicals replacing the alcohol to offer the same great flavour in your G & T. And you can experiment with mocktails, still giving people a sense of occasion despite the missing ABV.
Make sure you provide recommended pairings of drinks with food items, for those who find the choice available daunting.
Help your customers stay dry
Shout about the choice of drinks you’ve got on offer. Make use of social media to showcase your range of drinks as well as any events you’ve got coming up. Most people will steer clear of anywhere temptation might get the better of them, but letting customers know you’re here to help and have some great choices on offer, might make the difference between them meeting in your venue or staying home. Make sure you position your non-alcoholic options as premium, rather than an inferior substitute to the ‘real thing’.
Celebrate customers who go the distance
Encourage your patrons who are attempting Dry January. Be a part of their journey, and they’re more likely to stick with you once they return to indulgence in February and beyond. You could even set up a promotion where you offer anyone buying alcoholic-free drinks in January a celebratory first pint in February. A small gesture that goes a long way and is likely to be repaid with increased loyalty all year round.
Jump on awareness days
There’s a day for everything these days. If you’re struggling for ideas for events and promotions in Dry January, you can always fall back on the awareness days. Who knows where they came from, but it doesn’t matter – it’s something you can have a bit of fun with and offer your guests something a bit different. Here are some options:
- January 4: National Trivia Day – Host a quiz
- January 16: International Hot & Spicy Food Day – create a special menu of zingy dishes
- January 23: National Pie Day – can your chefs rustle up some hearty pies to warm guests’ hearts?
- All January: Veganuary – attract people with some meat-free delights they won’t be able to find in the frozen section of their local supermarket.
Dry January brings a shift in guest behaviour, but with a positive and proactive approach, the January Blues can be kept at bay. In many ways, Dry January is just a concentrated version of long-term trends affecting pubs and bars. The adaptations we suggest here – diversifying events and revenue streams at your venue, offering a broader range of drinks, and making your venue an ‘occasion’ –
are likely to benefit you throughout the year as the industry faces increasing pressures.
With the right tech in place, you can easily adapt to calendar events and seasonal customer demands. Our
pub EPOS makes it quick and simple to add and update products, check your GP%, and monitor what’s selling well. Bar staff can also check ABV, mocktail instructions and allergens of unfamiliar products at the touch of a button. The
inbuilt booking system lets you set up booking types for any weekly or one-off events you want to host, while our range of
loyalty options encourages customers to come back for more of your great alcohol-free offerings.
If you’re interested in finding out how our Pub EPOS can work in your venue in Dry January and beyond, get in touch with our experts for a free consultation.
