There is no daily newspaper, no magazine, no trade journal that has not reported on the topic of abstaining from alcohol in the first days of January. It's clear that after the holidays, many people want to take it down a notch, spare the liver, soothe the conscience. But more and more people are not only abstaining from alcohol during "Dry January". No, the so-called "Mindful drinking", the new sobriety, has become a self-declared lifestyle for many.
"The growing interest in Dry January is an expression of the fact that cool sober drinking, i.e. conscious non-alcoholic enjoyment, is increasingly becoming a topic for many consumers," confirms Cathrin Duppel, Marketing Manager at Rotkäppchen-Mumm. According to the GfK Household Panel 2021, alcohol-free or de-alcoholised drinks are often the first choice, especially in the under-40 age group. And at the latest when the Germans' favourite primitivo, the "Doppio Passo", came on the market as an "alcohol-free" variant last summer, it was clear: it is no longer possible to imagine supermarket shelves without de-alcoholised wines.