The very limited impact of Dry January on consumption in bars

Candlemas, Valentine’s Day, PSG-Bayern… In a few days, the month of February and its share of occasions to toast arrive, burying January and its Dry January in the process. Gone is the month without alcohol, ginger beer, Coca-Cola, and for the most regressive among us, strawberry diabolos. According to Bernard Basset, the president of the association Addictions France, this invitation to punctual abstinence is increasingly emulated: “60% of the population is aware of Dry January and around 10% say they want to take it up each year. “, he assures. A few days before the end of the challenge, it’s time to take stock: 10% less thirsty people, is that as much lost turnover for bars and pubs in France?

Not really, according to Franck Delvau, Ile-de-France president of the Union of hotel trades and industries (Umih): “Dry January has no significant impact on the finances of bars and ads. It is a concept that is struggling to emerge, which we finally talked about very little this year, quickly replaced by questions of the energy crisis or pension reform. This challenge emerged in France in 2020. The following year, the bars were closed, and in January 2022, an Omicron wave of 400,000 cases per day swept over France. Consequence: no precise study exists on the economic consequences of this concept.

A very special month of January

Especially since in the catering sector, the month of January is already special. Between the holidays and New Year’s resolutions, customers often consume less alcohol at the start of the year. In Nice, Louis, manager of the Miiu Bar lists the good resolutions that encourage customers to drink less: go out less, spend more time with loved ones, lose weight. And to insist: “It’s always been like that, long before the fashion for Dry January” Consequence: a loss of 30% of turnover compared to a normal month. Similar but less bloody observation at the Vertical Bar in Paris, which notes a drop in revenue of around 10% each January.

Aware of these specificities of the beginning of the year, some bars even close their doors for part of January. This year 2023 is all the more special since in December the Football World Cup took place. “The bars ran at full speed in December, between football and the holidays, now consumers and professionals are resting a bit,” smiles Franck Delvau.

Your Perrier, with without lemon?

But since alcohol has its reasons that the drink ignores, it is better to proceed on a case-by-case basis. In this case, the public received by the establishment changes the situation. Jordan, manager of the Peacock bar, in Montpellier, a student city par excellence, “January is not the worst month of the year. Generally, it is July”, when the young people return home, notes the manager of the establishment. At the start of the year, the crowds are therefore in good shape, even if consumption changes a little: “We actually see more softs in January. In the same city, Laura, manager of the Australian Bar, even goes against the general trend: “January is an excellent month, with the return of students from vacation. They’re not too into the ”Dry January” delirium. »

At the Nautilus Bar, in Paris, this month of January is no exception to the rule: making your way to the bar is a challenge as the place is crowded. “We’re an afterwork bar, so even those who don’t drink alcohol let themselves be recruited,” smiles Vincent, the boss, admiring the full tables. But here too, consumption has changed a little: “There are more apps sold than in other months, which means that people stay a little shorter. They are OK for the 6:30 p.m. coke, but will not take a fifth at 10 p.m. » Coca-Cola remains the undisputed star of Dry January for the bar, followed by Perrier Citron.

Better in February?

When doing the accounts, it is therefore difficult to measure the real impact of Dry January on the cash registers, a fortiori in a historically calm month. Not to mention that the software also has its financial advantages: “Of course, people who turn to Coke stay for less time and consume fewer glasses, but since it’s a little more expensive than half a normal beer, it compensates for a little”, notes Vincent. There remains the question of February. Will the first week be filled with thirsty people who have waited all January? Impossible to say according to Jordan: “There are too many parameters that come into play, in particular the variation in purchasing power, inflation or the weather, for example. »

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