Beyond Dry January: the global calendar of moderation and what it means for exporters .

January has become a key moment in the global drinks calendar. In the UK and several other markets, Dry January prompts millions of consumers to pause, reset, and reassess their relationship with alcohol. But for drinks exporters, January is not the whole story – it is simply the most visible point in a year-round shift towards moderation. 

Low and no alcohol drinks are no longer niche alternatives or temporary stand-ins. Across beer, cider, spirits and wine, quality alcohol-free and low-ABV options are increasingly part of everyday drinking occasions. Seasonal campaigns such as Dry January, Febfast and Sober October shine a spotlight on this demand, but the underlying opportunity extends far beyond any single month. 

For producers considering international expansion, understanding when and where moderation trends peak – and how consumer expectations differ by market – is now essential. 

At a glance: what exporters need to know  

• Dry January originated in the UK but has global reach, with strongest participation in the UK, Ireland, Australia and New Zealand 

• Other moderation campaigns, including Febfast and Sober October, create additional peaks throughout the year 

• Demand for low and no alcohol drinks is driven by quality, flavour and familiarity – not compromise 

• Export-ready products succeed when positioned as premium choices, not secondary alternatives 

• Planning ahead is critical: distributors and buyers commit well before peak moderation periods 

Dry January: a UK-led movement with global influence  

Dry January was launched in the UK in 2013 by Alcohol Change UK and has since grown into a worldwide phenomenon, now recognised in over 180 countries. Participation remains strongest in the UK and Ireland, with growing engagement in Australia, New Zealand, parts of Europe and North America. 

For exporters targeting the UK market, January represents a clear opportunity. Retailers and hospitality venues expand their low and no alcohol ranges significantly during this period, creating space for new products to gain visibility. Importantly, Dry January often acts as a trial month: with many consumers continuing to purchase low or no alcohol drinks long after January ends.

This has important implications for producers – consumers are not looking for ‘good enough’ substitutes. They want drinks that deliver genuine flavour, structure and satisfaction. 

A global calendar of moderation  

While Dry January dominates headlines, moderation follows different rhythms around the world. 

In Australia and New Zealand, Febfast has been established for well over a decade. Taking place in February, it aligns with the Southern Hemisphere’s post-summer reset and creates a distinct opportunity window for low and no alcohol brands entering those markets. 

Sober October has gained traction in the UK, Australia and increasingly North America. Originally launched as a charity fundraising initiative, it now functions as both a health-led and lifestyle-driven campaign, with strong engagement across social media and hospitality. 

Elsewhere, Canada and the Czech Republic have both adopted dry periods in February. For exporters, this reinforces an important point: low and no alcohol demand is not seasonal in the traditional sense – it peaks at different times depending on market and culture. 

From trend to category: the year-round reality 

Beyond campaign-led spikes, moderation is increasingly part of everyday drinking behaviour. Younger consumers, in particular, are drinking less alcohol overall – and in many markets, abstinence or reduced alcohol consumption is shaped by cultural, religious, health, and life-stage factors. 

In parts of the Middle East, Southeast Asia, and Africa, religious or cultural norms mean demand for alcohol-free drinks exists year-round, independent of wellness trends. Elsewhere, consumers may choose low or no alcohol for reasons including pregnancy, medication, fitness, or long-term health considerations. These audiences are not “opting out” of drinking occasions – they still want flavour, ritual and inclusion. 

Market growth and export opportunity 

The global low and no alcohol market continues to grow at pace, with beer, cider and alcohol-free lagers leading the category, followed by spirits alternatives, ready-to-drink formats and low-ABV wines. The UK remains one of the most developed markets, but growth across Europe, North America and parts of Asia is accelerating. 

This is where export opportunity becomes tangible. Products that succeed internationally tend to share three characteristics: familiar formats, credible flavour profiles, and clear positioning. Alcohol-free beer and cider, for example, offer an easy entry point for many consumers – especially when backed by trusted brands. 

Healey’s Rattler Zero is a strong example. Building on the recognition of the Rattler name, it delivers a clear cider profile without alcohol, making it accessible to both long-standing cider drinkers and those moderating their intake. That familiarity is a significant advantage in export markets where brand trust plays a key role in trial. 

Similarly, Adnams Ghost Ship 0.5% shows how established beer brands can succeed in the low and no category. By retaining the character and identity of the original Ghost Ship, it appeals to consumers who want a recognisable, credible alcohol-free option rather than a completely new proposition. This approach has proven effective in export markets: one of our import partners in Finland ordered 30-litre kegs of Ghost Ship 0.5% for a Dry January campaign, targeting pub-goers seeking low and no alcohol draught alternatives. 

Why quality now defines success 

As the category matures, the gap between novelty products and genuinely export-ready offerings is widening. Early low and no alcohol drinks often prioritised absence of alcohol over overall drinking experience. Today’s consumers expect much more. 

For producers, this means low and no alcohol products must stand on their own merits. Products that feel intentionally crafted, rather than reduced versions of alcoholic originals, perform best across international markets. 

This shift is particularly evident in beer and cider, where advances in brewing techniques have made it possible to preserve flavour and body at very low ABV levels. It is also shaping spirits alternatives, where botanical complexity and mixability are key to success. 

Export considerations for low and no alcohol drinks 

Low and no alcohol products bring specific export considerations. Definitions of “alcohol-free” and “low alcohol” vary by market, as do labelling requirements and permitted claims. Understanding these differences early is essential when planning international expansion. 

Distribution strategy also matters. Buyers and distributors increasingly expect low and no alcohol products to sit alongside mainstream ranges, not in a separate category. Partners who understand the nuances of moderation trends – and who have relationships with retailers and on-trade venues investing in alcohol-free menus – can make a significant difference. 

Planning beyond January 

The long-term value of Dry January lies in its role as a catalyst, not a conclusion. Many participants continue to moderate their drinking for months afterwards, and some permanently change their habits. For exporters, this reinforces a clear message: the low and no alcohol opportunity is ongoing. 

Producers looking ahead to 2026 and 2027 should already be thinking about export readiness – from regulatory compliance and packaging to distribution partnerships and market timing. Whether targeting the UK ahead of Dry January, Australia for Febfast, or building year-round presence across multiple markets, planning early is key. 

Low and no alcohol is no longer a side category. It is a core part of the global drinks landscape – and one that rewards producers who approach it with the same care, quality and ambition as their full-strength ranges. 

If you’re exploring international opportunities for your low or no alcohol drinks, Cheers Global can help you navigate the market, connect with the right partners, and build a strategy that works beyond January. Get in touch to start the conversation. 

To the best of our knowledge, all information was accurate at the time of publishing, in January 2026