The alcohol industry is having to adapt to a new age of drinking. How much does one of the most popular New Year’s resolutions affect liquor stores?
Dry January is when people decide to refrain from the use of alcoholic beverages for the month of January. Some do it for health benefits, while others may do it to save some money after an expensive holiday season.
No matter the reason, dry January is certainly in effect and more prominent than ever.
Nolan Hawreliak is an assistant store manager at a 5 Vines liquor store.
“It’s going to be a dry summer for a lot of people,” said Hawreliak.
For at least the last three years, liquor sales have dramatically decreased in January compare to December, according to Ycharts. The sales return to normal towards the summer months but some believe that will change.
“For us, it’s not even a trend, it’s going to be lasting all throughout the year until the next holiday season kicks up again.” Hawerliak said when asked about the long-lasting effects that having the dry month could have.
Low alcoholic and non-alcoholic drinks have become increasingly popular. For many of consumers, it is not hard making the switch with the similarity in taste, quality and price in the drinks.
What used to be a tiny little corner at most stores, has turned into massive sections with these options. As such, 5 Vines and many other liquor stores are positively embracing this change.
“We love that the younger generation is coming in for something that is not only fun, but also healthy for them as far as alcohol can be,” Hawreliak said.
As much as it is a business, Hawreliak passionately shows how much he cares about his customers.
One of the regular customers at 5 Vines is Emma Phillippe.
“I am participating in dry January because after the holiday season, drinking is really expensive and it is just good to take a break from alcohol,” Phillippe said.
Phillippe is far from the only person with this mindset. Adults in Generation Z — which includes those born between 2004 and 2012 — are drinking 20e per cent less than millennials, according to an article by Business Insider.
There are many contributing factors, but for brewing companies and liquor stores, these are clear facts that show the changes are rapid.
Does dry January have an effect on liquor stores? Of course. But with stores and brewing companies making changes for more less-alcohol options, the outlook has changed.
“I only see this a win,” Hawreliak said. I want to see how far this can go.”
