Why Food Professionals Should Embrace Dry January
By Nicolas Limbach, København Kombucha ApS.
Published 03/01/2024
January marks a pivotal moment for food professionals as
"Dry January" gains momentum. Participation now exceeds 25% in many countries
and continues to grow, driven by younger generations. This cultural shift is no
longer niche; it’s a movement that demands attention.
The Case for Non-Alcoholic Drinks
Non-alcoholic drinks offer lucrative opportunities for
restaurants, cafés, hotels, wine dealers, and distribution. These beverages
often carry higher margins than traditional soft drinks. A premium mocktail or
sparkling tea can command prices comparable to alcoholic options but at lower
costs. Adding these products to wine menus satisfies customer demand and boosts
profitability.
Non-alcoholic drinkers often seek distinct flavours, making
non-grape alternatives like sparkling teas and craft kombuchas essential.
Non-alcoholic wines, judged against their alcoholic counterparts, can sometimes
fall short of expectations, highlighting the need for unique, authentic
options.
Copenhagen, a gastronomic innovation hub, leads the way in
non-alcoholic beverages. Fine dining restaurants now brew their own kombuchas
or offer juice pairings. However, sparkling products pose challenges—fermented
drinks can sour or explode, and most fermented drinks still contain a low level
of residual alcohol. While many may not notice, customers with health or
religious constraints often insist on 0.0% ABV. Therefore, many of our fine
dining customers brew their own kombucha but still rely on København Kombucha
for its reliability, taste, true 0.0% ABV, and premium visual opening
experience.
Practical Tips for Getting Started
- Restaurants
and Cafés: Dedicate a menu section to non-alcoholic drinks, including
mocktails and sparkling alternatives. Train staff to proactively recommend
these options, addressing hesitations from both guests and staff.
Countertop displays featuring your preferred brands can encourage uptake.
- Hotels:
Stock minibars with premium non-alcoholic beverages and feature signature
mocktails at the bar. Promote these as part of wellness offerings to
attract health-conscious guests.
- Wine
Dealers: "Taking alcohol out of wine is like cooking without
butter." Instead, explore non-alcoholic wine proxies. There are
many types of fermented drinks—København Kombucha specializes in fermented
tea, but other plant-based options are also available. These products
taste natural, distinct, and ensure broad customer acceptance. Host
tastings to showcase their quality and appeal.
- Distribution:
Many customers find it challenging to locate non-alcoholic products in
shops and online. Therefore, it is essential to increase the visibility of
this category. We recommend creating a dedicated section for non-alcoholic
products in your promotions, on shelves, or on your website.
What to Include in Your Assortment
- Right
Drink for the Right Occasion: Ensure you offer beverages suitable for
various scenarios—some work as thirst quenchers, others as aperitifs, food
pairings, or celebratory drinks. Variety is as crucial here as it is for
wines and beers.
- 0.0%
ABV Beverages: Include beverages that are completely alcohol-free to
cater to all customers, including those with health or religious
considerations.
- Organic
Options: Many non-alcoholic drinkers look for organic beverages, so
ensure these are part of your offerings.
Consider the following categories:
- (Fermented)
Sparkling Teas: Sophisticated and ideal for celebrations.
- Non-Alcoholic
Wines: Mimic the complexity of traditional wines.
- Kombucha
and Kefir: Appreciated for their potential health benefits.
- Mocktails:
Mix your own or choose premixed versions that closely resemble alcoholic
cocktails in taste.
- Non-Alcoholic
Beers: A familiar and casual option.
Conclusion
Dry January reflects a growing demand for healthier, more
mindful choices. For food professionals, this represents an opportunity to
innovate, attract new customers, and drive profitability. By embracing non-alcoholic
beverages and curating thoughtful assortments, businesses can lead in this
evolving market. København Kombucha is here to help you succeed.