Season 3 kicks off with a timely and culture-shifting question: Is Dry January actually good for business, or is it a self-inflicted economic slowdown? Every January, millions of people across the U.S. and the world voluntarily press pause on alcohol. What started as a small UK health initiative has become a global behavioral shift, with nearly 1 in 5 adults now participating and overall alcohol consumption at its lowest level in nearly 90 years. But this is not just a personal wellness trend. It’s a market disruption. In this episode, our panel explores how Dry January impacts bars, restaurants, beverage brands, corporate culture, and consumer behavior. We break down whether this movement is just a temporary reset that snaps back in February or a signal of a much deeper shift toward mindful consumption, wellness, and long-term habit change. From inventory planning and staffing challenges to the rise of non-alcoholic beverages, sober-curious culture, and experience-driven hospitality, the conversation reframes Dry January as not just a month, but a strategic testing ground for the future of food, beverage, and social culture. Key Topics & Takeaways Why alcohol consumption is at a 90-year low and what that signalsIs Dry January a meaningful reset or just behavioral whiplash?The business impact of 20% of customers disappearing for a monthHow Gen Z and wellness culture are reshaping social drinking normsWhy “mindful consumption” is becoming mainstreamThe rise of non-alcoholic, zero-proof, and better-for-you beveragesHow bars and restaurants should rethink menus, experiences, and inventoryUsing January as an R&D lab instead of a dead monthCorporate culture, team bonding, and moving beyond “happy hour culture”The danger of over-indexing on one month instead of building evergreen optionsStrategic Business Ideas Explored Treating Dry January as a season, not a stuntDesigning non-alcoholic experiences that feel premium, not like an afterthoughtUsing January to test new menus, pairings, formats, and partnershipsDiversifying revenue beyond alcohol without alienating core customersReframing internal culture toward wellness, inclusion, and balanceBuilding experiences around activities, not just drinkingAvoiding the January 1st / January 30th consumer behavior whiplashWho This Episode Is For Consumer brand marketers and strategistsOperators dealing with seasonality and demand swingsHR and culture leaders rethinking workplace social normsFood & beverage brand leadersBar, restaurant, and hospitality ownersAnyone interested in how wellness trends reshape entire industriesThe Big Question This Episode Answers Is Dry January something businesses should fight, ignore, or design for? Final Take Dry January is not the problem. Ignoring the long-term shift in consumer behavior is. Subscribe for more deep dives where we fix big business problems with fresh perspectives. • Website – www.wefixeditpod.com • Follow us on: Instagram – https://www.instagram.com/wefixeditpod LinkedIn – https://www.linkedin.com/company/wefixeditpod YouTube – https://www.youtube.com/@WeFixedItPod If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends! Keep listening to find out how we fix companies and put them back better than we found them. Disclaimer A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
