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Top 10 Dry January initiatives 2024

Whether you’re going out or staying in, Dry January can sometimes be a struggle.

Mindful Festival Dry January
More than 130,000 people signed up to Alcohol Change UK’s Dry January pledge last year

But with these 10 initiatives – from canned mocktails to alcohol-free raves – you’ll find the 31 dry days fly by.

With the no-and-low market now worth US$13 billion, there’s really no excuse for settling for a Diet Coke – plus, with a third of Brits having planned a sober Christmas, brands and retailers are cottoning on to the opportunity.

And, if you’re after some brands to watch this year, we did a deep dive in our World Spirits Report.

Christina’s Shoreditch

Birch mocktail at Christina's Shoreditch

East London bar Christina’s offers non-alcoholic options all year round, so you’ll know you’re in safe hands. Birch, its signature non-alcoholic cocktail, blends Everleaf’s non-alcoholic ‘spirit’ Forest and Christina’s homemade birch soda.

Meanwhile, the Apple cocktail is made with Botivo non-alcoholic aperitif, verjus, borage honey and Idyll’s wild apple soda, and the Cornish Mary combines Pentire Seaward – a gin alternative – Koji Kins mushroom garum, apple cider vinegar, tomato juice and hot sauce for a spicy kick.

Longbottom ready-to-drink cans

Longbottom RTD

If you wake up feeling less than fresh on 1 January, hair of the dog might be out of the question if you’ve promised yourself you’ll do Dry January. Luckily, Longbottom has the perfect hangover remedy – a Virgin Mary in a can. The drink blends freshly pressed tomato juice, red pepper, onion, spices, olives, capers, plant-based Worcester sauce, and scotch bonnet chillies.

Stereo’s Veganuary and no-and-low menus

Stereo Reversed Paloma

If you’ve signed up for both Dry Jan and Veganuary this year – well, firstly, good luck. Secondly, Stereo in London’s Covent Garden has your back.

Food will be veggie-friendly drinking snacks, such as celeriac pastrami sliders and cauliflower hot wings, while drinks will see non-alcoholic takes on classics, including the Reversed Paloma, made from grapefruit juice, agave and grapefruit soda.

If you’re thinking more moderation than abstinence, the low-alcoholic Rebirth cocktail is made with elderflower liqueur and Palo Cortado Sherry, garnished with mint.

Diageo’s Magic of Moderate Drinking

Diageo The Magic of Moderate Drinking for Dry January

Drinks giant Diageo has launched a campaign featuring Johnnie Walker, Tanqueray 0.0 and Seedlip, designed to highlight the ‘magic of moderate drinking’. The advert, which will feature in out-of-home placements across London and on social channels globally, advises drinkers to measure their pours, drink water between alcoholic drinks, make time to eat and enjoy non-alcoholic options.


Lyre's Spritz

It’s been a huge year for non-alcoholic ‘spirit’ brand Lyre’s, with DJ David Guetta coming on board and the company raising £18 million (US$22.9m) through a funding round.

The brand is also kicking off 2024 in a big way, with Alcohol Change UK – the organisation behind Dry January – naming it the official ‘spirit’ of the annual campaign. You’ll find its products on menus across the country, from Big Chill in Brighton and the Ivy Asia in London to Gas St Social Birmingham and North Light Bar in Chester.

Maya’s RTDs

Maya’s RTDs

Last year’s Dry January saw the launch of Maya’s, a non-alcoholic cocktail pop-up in London – and this year the team are bringing their best-selling mocktails nationwide through a range of ready-to-drink (RTD) cans. Consumers can choose between an Old Fashioned, a dark rum Espresso Martini and a Picante, all created in partnership with Kahol, an independent London-based non-alcoholic ‘spirits’ brand.

Dive Bar

Independent drinks retailer Dive Bar has launched just in time for Dry January, selling ‘alternative adult drinks without the eye-rolls’. It stocks non-alcoholic ‘spirits’ brands such as Kahol and soft drinks such as Shrb sodas, with plans to broaden its selection in the coming months.

Mindful Drinking Fest

Mindful Drinking Fest Dry January

The largest non-alcoholic drinks festival in the US will be held in Washington DC on 26-28 January, with a grand tasting hall, seminars, bars, brand activations and an alcohol-free ‘rave’.

The tasting hall will feature more than 40 producers offering 120 different non-alcoholic beers, wines, spirits, and cocktails, with brands attending including For Bitter For Worse and Tost.

Torstig comes to London

Torstig Dry January pop-up

Brighton’s alcohol-free bar Torstig will host a two-week pop-up in London’s Hoxton, from 5 to 20 January. Founded by husband and wife duo Luke and Emmi, Torstig is inspired by Copenhagen’s low and no-alcohol culture. The Brighton bar will remain open during the London pop-up.

Mocktails include Tumbol, a play on a Negroni that blends hibiscus-based alcohol-free ‘spirit’ with ‘gin’ and vermouth alternatives, and the Orso, which mimics an Old Fashioned.

TT Liquor cocktail classes

TT Liquor bar

TT Liquor in London’s Shoreditch will have a range of non-alcoholic cocktails on offer, but the real fun will be found in one of their cocktail-making classes, hosted three times a week. Premium ‘spirit’ alternatives will be available for every drink made in the class.

Plus, the brand is remarketing the documentary it made last year, called What Is A Non-Alcoholic Spirit.

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