Dry January: Pernod Ricard Launches Alcohol-Free Spirits
How the alcoholic beverages group Pernod Ricard offers a non-alcoholic solution in response to Dry January and new lifestyles?
“Without alcohol, the party is better." We’ve all heard this phrase, but perhaps fewer of us have believed it.
And yet, sobriety is on everyone’s lips, not only for discussions about energy consumption and climate change but also in the realm of wine and spirits, where sobriety is gaining traction.
Analysis
Some figures to support this analysis: according to the French Observatory of Drugs and Addictive Trends (OFDT), the consumption of spirits has decreased by 16% over the past twenty years. The Bacardi Cocktail Trends Report 2022 states that 58% of consumers worldwide are drinking more low-alcohol or non-alcoholic cocktails than a year ago. Finally, with January coming to an end, the number of participants in Dry January—a challenge to abstain from alcohol for the entire month—continues to grow. When it was launched in England in 2013, there were about 4,000 participants. By 2021, this number had risen to over 130,000 and likely set new records this year. The phenomenon isn’t limited to Europe.
In the United States in 2022, one in five adults participated in Dry January, and self-help books about how quitting alcohol changed lives topped the charts in personal development. On the consumption side, bars are also undergoing a revolution, offering an increasing number of non-alcoholic cocktails. Influencers play a significant role, embedding sobriety into a lifestyle dynamic.
How to explain this phenomenon?
How are brands adopting or adapting to this new trend?
Dry January and new lifestyles: non-alcoholic beverages are trending. This is the topic of our podcast today.
You are listening to the twentieth episode of *The Expert’s Eye*, a podcast produced and hosted by Dix-sept Paris Agency.
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Guest: Solène Marchand (Head of Marketing Non-Alcoholics) at Pernod Ricard
Journalist: Bastien Joseph
Producer: Wilfried Klucsar
Production Coordinator: Elise Rey
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