How to capitalise on Dry January

Frankie Neale • 5 January 2022

Whilst most hospitality businesses would prefer if we could forego Dry January this year, especially given the drop off in footfall & takings experienced in December, the reality is Dry January is back with more people intending to take part than ever before.


One in six (18%) adults who drink alcohol are planning to have a month off drinking for January 2022, or one in seven (15%) of all UK adults. This is estimated at 7.9 million UK adults – up from an estimated 6.5 million last year, a 22% increase*


So what can the industry do, to encourage people through the doors despite the planned abstinence? 


Increase your range


There is much more choice available when it comes to no and low alcohol products now. A number of craft breweries offer non alcoholic options, spirits have also seen a real boom in this space with many well-known brands offering a 0% version, and you can create and offer mocktails giving people a sense of occasions still despite the missing ABV.


You could even suggest pairing of drinks with food items, for those who the choice available now seems daunting.


Alcohol free spirits


Give customers a reason beyond a drink


We know hospitality venues are about so much more than having a drink, everyone is always welcome to come and socialise. However, this could also be a great month to give even more reasons to come through the doors. On a larger scale, introducing live music or quiz nights can draw people in. Or an easier, low-key addition could simply be a stack of board games available for use, or laying out the weekend papers.


Help your customers stay dry


Shout about the choice of drinks you’ve got on offer. Most people will steer clear of anywhere temptation might get the better of them, but letting customers know you’re here to help and have some great choices on offer, might make the difference between them meeting in your venue or at home.


Celebrate customers who go the distance


Offer anyone buying a non-alcoholic drink in January, a celebratory first pint in February. Not only is this long awaited pint likely to be appreciated by the customer, you're bringing them back into the venue at a time when that first pint is likely to lead to a second or third. 


Barman handing over a pint


Thankfully we can look forward to overindulgence being back on the menu in February with the likes of Yorkshire Pudding Day, National Pizza Day & Cornish Pasty Week!


With the right EPOS you can easily adapt to calendar events and seasonal customer demands. With our pub EPOS it’s quick and simple to add and update products, check your GP% & monitor what is selling well. Bar staff can also check ABV, mocktail instructions and allergens of unfamiliar products at the touch of a button.

If you’re interested in finding out how our Pub EPOS can work in your venue, get in touch.

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