Ah, January.
The month where everyone swaps Prosecco for peppermint tea, gym memberships skyrocket, and hospitality venues brace for the inevitable tumbleweed.
Back in my day, January meant pulling yourself through with whatever festive leftovers were still lurking in the fridge.
But now? Gen Z has transformed Dry January into a full-on movement – great for wellness, not so great for hospitality, which often feels the pinch.
According to Hospitality & Catering News, non-alcoholic drinks are absolutely booming, with sales hitting record highs.
Enter Mash Gang, leading the charge with their “Get Mashed not Smashed” campaign. They are turning the traditionally dull month into an experience – think non-alcoholic beer tastings, events, and a “funeral” for boring old January in Brighton.
The stats don’t lie – non-alcoholic beverage sales in the UK are surging, with Mash Gang’s popularity reflecting a broader shift in consumer habits. And let’s be real – hospitality can’t afford to snooze on this.
The younger crowd is driving this trend, and businesses adapting to it are reaping the benefits.
Dry January doesn’t have to be the ghost town it once was for bars and restaurants.
The secret is shifting focus.
Mocktails are more than just fruit juice in a fancy glass these days. Bars are getting creative, with drinks that rival their alcoholic counterparts – using botanical infusions, kombucha bases, and zero-proof spirits that make you forget you’re skipping the booze.
And let’s not forget the people who actually love Dry January. It’s not just a health kick – it’s become a social badge of honour.
Venues that tap into that vibe are onto a winner. Think alcohol-free tasting nights, fun collaborations with wellness brands, or just really leaning into the “you can have fun without the hangover” mantra.
So maybe it’s time to embrace the change. The hospitality industry can’t keep ignoring the teetotal trend when it’s clearly here to stay.
January might be cold, dark, and full of resolutions, but it doesn’t have to be boring. And if Mash Gang can get people “mashed” without the alcohol, the rest of us can surely get on board.
If you’re curious about how they’re pulling it off, check out the full article here.
Another thing that hospitality venues do in January is offer deals.
New Year’s resolutions often mean people are cutting back on dining out altogether. Suddenly, venues are in competition not just with each other, but with their customers’ determination to stay frugal.
That’s where January deals come into play. Hospitality knows that if people are going to venture out, they need an irresistible reason.
Take Chester’s Urbano – they’re offering 50% off food during the week. Fifty percent!
That is not just a discount – it’s practically a charitable act for those of us nursing post-Christmas bank accounts.
But that’s the kind of bold move that works. It gives people a reason to choose you over staying in with a homemade salad or another Netflix binge.
Deals like this tap into the “treat yourself, but not too much” mentality that defines January spending.
You may not fill the room every night, but half-price food makes sure there’s still life in the venue – and when those resolutions inevitably fizzle out by February, guess where people will want to come back to?
January might not be the busiest month on the calendar, but with a little creativity it does not have to be the slowest either.
If you are passionate about hospitality and want to explore topics like these further, then come along to our conference The Art of Hospitality that talks all things hospitality, hosted this month!
Learn more and get your tickets here
https://www.tickettailor.com/events/thehospitalityheroltd/1247485?
