Beyond "Dry": How One Bar is Turning NA into an Opportunity (And You Can Too)

Dry January is no longer just a personal resolution; it’s a cultural shift. With participation increasing by 36% year-over-year and non-alcoholic retail sales surging to $823 million in 2024, the "sober curious" movement is reshaping the beverage industry.

For bar owners and managers, this isn’t a month of restriction—it’s an opportunity to innovate. By elevating your non-alcoholic (NA) and low-ABV offerings, you can attract new demographics, increase check averages, and foster a safer, more inclusive environment.

Quality Over Quantity: The Premium Shift

The modern guest isn't looking for a "lesser" version of a cocktail; they are looking for a premium experience. We are seeing a major trend toward intentional consumption.

Instead of a guest rushing through three or four basic rail drinks, encourage them to savor one or two premium, high-quality products. Whether it’s a sophisticated low-ABV botanical spritz or a complex NA spirit, focusing on "premiumization" allows you to maintain healthy margins while providing a better guest experience.

"It’s nice to take a break if you are drinking," says Josh Laydon of the Sheridan Opera House. "After skiing all day, if you want to have a drink, it doesn’t always have to be alcoholic or high ABV."

Spotlight: SHOW Bar at the Sheridan Opera House

In Telluride, CO, the SHOW Bar at the Sheridan Opera House is leading the way by turning moderation into a community celebration. Through a powerful partnership with the San Miguel Resource Center (SMRC) and the SAFE Bar Network, they are proving that great nights out don’t require alcohol to be the main character.

What they’re doing right:

• Engaging Programming: Every Wednesday in January, they host "Sober Socials," ranging from live music with Aubrey Mable to comedy shows and improv workshops.

• The Mocktail Competition: On January 28, they are hosting a dedicated non-alcoholic cocktail contest to crown the best spirit-free creation in town.

• Inclusive Environments: By making alcohol optional, they create a space that supports consent, community care, and harm reduction.

  
  

How to Level Up Your Venue Beyond January

If you’re looking to capture the Dry January momentum, consider these three strategies:

1. Enhance Your NA Menu: Move beyond soda and lime. Use botanicals, house-made shrubs, and dealcoholized wines to create drinks with complexity and "bite." If a guest sees a well-crafted NA Sangria or a functional botanical tonic, they are more likely to order a second round. We've got recipes!

2. Host a Mocktail Contest: Engage your staff and your community. Offer fantastic prizes for the most creative spirit-free drink. This encourages your bartenders to master the art of balance without the "crutch" of alcohol.

3. Prioritize Safety & Training: Follow the lead of the SHOW Bar. Partnering with organizations like the SAFE Bar Network ensures your staff is equipped to handle the unique dynamics of nightlife, making your bar a preferred destination for those seeking a "safer" night out.

   
   

Is Your Bar Ready?

Dry January is the perfect time to audit your menu and your culture. When you provide high-quality choices, you aren't just selling a drink—you’re selling an inclusive experience that keeps guests coming back long after January ends.

Learn more. You can find out more about the SAFE Bar Network at safebarnetwork.org

Like what we’re doing? Be connected and stay updated with the SAFE Bar Network - join our mailing list, www.safebarnetwork.org/signup 

Curious about us? Join us at a SAFE Night Out session where you’ll connect with others and learn the magic behind a safe night out. Trust us, it’s fun. Sign up here, tinyurl.com/safenightout

Join the team. All you have to do is share about the SAFE Bar Network with venue leaders you know. Learn more at safebarnetwork.org/join and safebarnetwork.org/bettertookit 

You can even send their contact information our way and we’ll do the sharing for you, Help Us Grow Our Good.

Sharing is caring. If you have two minutes you can help us out by sharing our work on Instagram and LinkedIn.

Pass the hat. The SAFE Bar Network is a nonprofit 501(c)(3) and your tax-deductible donation goes directly to our work increasing safety at alcohol-serving venues, safebarnetwork.org/donatenow