Dry January 2026 confirms its lasting place in today’s consumption patterns. Once seen as a short-term challenge, the alcohol-free month is now part of a broader shift toward more mindful and responsible consumption.
Growing participation reflects a long-term shift
According to the Chavin Observatory, 44% of French consumers say they plan to take part in Dry January 2026, up from 41% in 2025. This steady increase reflects a deeper cultural change, driven by a focus on well-being, moderation, and a growing curiosity for new taste experiences.
As noted by Fabrice Sommier, Meilleur Ouvrier de France:
“Moderation is not a trend, but a new way of consuming. When crafted with quality in mind, non-alcoholic wine is fully part of the French art de vivre.”
A no/low market gaining structure
This momentum goes hand in hand with the continued structuring of the no/low market. Major international trade fairs such as Millésime BIO, Wine Paris & ProWein are increasingly dedicating space to non-alcoholic products, highlighting the growing interest from industry professionals.
At the same time, on-trade venues (HoReCa) and wine retailers are expanding their non-alcoholic offerings to meet evolving consumer expectations.
Non-alcoholic wines enter a phase of maturity
Non-alcoholic wines are now entering a phase of maturity, establishing themselves as a category in their own right. While still often compared to traditional wine, they continue to make progress in terms of quality, sensory expression, and consumer education, responding to a clear and growing demand for premium alcohol-free alternatives.
Toward a new approach to consumption
Dry January 2026 confirms that non-alcoholic alternatives are no longer a passing trend. They are part of a long-term transformation in drinking habits, where pleasure, moderation, and quality coexist.