What is dry January, and how does it impact pubs and bars?
Dry January began as a campaign in 2013 by Alcohol Change UK, encouraging people to abstain from alcohol for the month. It’s grown significantly, with over 175,000 participants in recent years. For many pubs and bars, January can already be a quieter month after the busy festive season and with a growing trend towards wellness, January can mean an even more noticeable lull as customers look for alternatives to alcohol-heavy nights out.
Studies and reports indicate a dip in sales during January, especially for “wet-led” venues relying heavily on alcohol sales. However, there’s an upside. As people seek out socialising spaces with alcohol-free options, the pubs and bars that embrace this demand can find a whole new customer base, with the added bonus of helping their regulars stick to their New Year’s resolutions.
How pub and bar operators can make the most of dry January
Instead of dreading January, think of it as a way to expand your audience. A time when more people are open to trying new, healthier options, and Dry January offers the perfect timing for you to try new menu ideas, non-alcoholic drinks, or themed events.
Invest in marketing campaigns targeting people doing Dry January to highlight what your pub or bar has to offer that’s different. Through initiatives like non-alcoholic beer tastings or mocktail cocktail nights, you’ll find that people seeking alcohol-free experiences are often looking for a social environment – which your venue can provide.
7 Top tips for attracting customers during dry January
1. Feature a Non-Alcoholic Menu:
Create an appealing selection of alcohol-free drinks, including non-alcoholic beers, wines and unique cocktails and show them off. Have a menu people can see, the “specials” board can list all of your alcohol free offerings. This gives customers, who may still think there’s only one type of bitter tasting alcohol free beer, an insight into all of the new fresh tastes available.
2. Host alcohol-free events:
Consider themed nights like ‘Mocktail Mondays’ or even wellness-based events that tie into the health-minded, new years resolution vibe of January.
3. Promote on social media:
Use platforms like Instagram and Facebook to showcase your non-alcoholic offerings and special events. Look at what hashtags are being used like #DryJanuary. Encourage your customers to tag your venue in posts.
4. Engage with alcohol-free brands:
Partner with alcohol-free beer and spirit brands for promotions or tastings. This collaboration can draw attention from their fanbase as well.
5. Utilise your CRM for targeted marketing:
Using CRM Software such as Acteol CRM, you can send targeted email campaigns to keep your regulars informed and reach new customers interested in Dry January options.
6. List events on platforms like DesignMyNight:
Adding your Dry January events to platforms like DesignMyNight can draw in new audiences seeking dry events in your area.
7. Train staff on non-alcoholic options:
Equip your staff with product knowledge on the non-alcoholic options so they can recommend them effectively. Our EPoS software makes this simple by flagging featured options to your servers.
Ready to make dry January a success with help from Access Hospitality?
This January, turn an expected slowdown into a new opportunity.
In this article, we explored how pubs and bars can attract a new crowd, showcase new offerings, and retain loyal customers through tailored events, targeted marketing, and thoughtful menu planning. Access Hospitality offers tools like Acteol CRM and EPoS systems to streamline marketing and sales efforts, helping you make the most of Dry January.
Ready to give your January a refresh? Explore our hospitality solutions today.