The ‘Dry January’ concept would gain more traction among US consumers if its focus were more on moderation than abstention, according to recent research.
The findings from a survey of 1,008 adults aged between 25 and 45 across the country indicate that promoting alcohol abstinence outright following the festive period has proved to be a stumbling block for 90% of those questioned. The survey, commissioned by lower-ABV start-up Sommarøy Spirits, was conducted last month by Atomik Research.
While 97% admitted they moderate their alcohol consumption amounts “if they need to function their best the next day”, Chicago-based Sommarøy highlighted that stress relief and sociability are powerful reasons why consumers are reluctant to avoid alcohol altogether.
When asked if they enjoy themselves in a social setting as much if they’re not drinking, 56% said they do not.
“Moderation is a new consumer drinking trend on the horizon and it has staying power,” the survey commentary states. “Between high-proof, holiday over-indulgence and mocktails in Dry January, today’s alcohol consumers want to meet in the middle.”
The survey was commissioned to promote Sommarøy’s namesake gin and vodka expressions, both of which carry an ABV of 27.5%. The pair, which are on sale in selected outlets in Illinois and Nevada, will go nationwide next month through Whole Foods Market.
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