The January blues are finally well behind us, leaving well-intentioned New Year’s resolutions with it, as gym memberships begin to collect dust and healthy eating plans start to strain.
However, 2026 may mark the point at which 'Dry January' became less of a month-long abstinence and more the beginning of an annual focus on positive and intentional consumption (or not, as the case may well be) of beverage alcohol.
Indeed, while sales of non-alcoholic alternatives peak during January (and alcohol sales decline), NIQ’s data is beginning to show a less volatile pattern of sales and consumptio
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