Dry January: wines, cocktails, beers… the non-alcoholic beverage business is riding the January challenge

It’s time for good resolutions: joining the gym, the promise not to smoke anymore and… to stop drinking. Millions of consumers decide in January to stop lifting their elbows for a full month. Impossible mission ? For some, this is a real challenge, called Dry January. Launched in Great Britain in 2013, this experience is slowly but surely gaining ground in France, where the operation is starting its fourth year.