Mar 5, 2024 - News

It's not just Dry January

Data: NIQ; Chart: Axios Visuals
Data: NIQ; Chart: Axios Visuals

For many, the "damp" or "dry" lifestyle has gone beyond January.

Why it matters: This year, huge interest in the annual booze-free challenge Dry January marked a change in the way American adults think about alcohol.

By the numbers: Although alcoholic beer sales are fairly flat, non-alcoholic beer sales are on the rise in the U.S., according to NIQ, which tracks buying behavior.

The intrigue: Non-alcoholic beer sales in Austin in January jumped by more than five times between 2020 and 2024, per data from NIQ.

Yes, but: Sophisticated zero-proof beverages can actually be more costly than alcoholic drinks.

  • For example, some alcohol-free wine involves the same grape fermentation process as traditional wine, plus an additional process: dealcoholization.
  • Austin-based Surely, a non-alcoholic wine company, sells bottles starting around $26.

Go deeper: The best non-alcoholic beers

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