To mark the official launch of Dry January, CHAVIN opened the year with a first media appearance on RMC Morning, airing at 5:50 a.m. This key moment provided an opportunity to underline a clear message: moderation is no longer a temporary constraint, but a lasting shift in lifestyle habits.
Dry January has become a long-term trend, reflecting a growing desire to rethink alcohol consumption. While January serves as a symbolic starting point, moderation now extends well beyond the month itself. Whether alone, as a couple or with friends, reducing alcohol intake after the festive season allows consumers to experience the benefits of a mindful pause, focused on balance and well-being.
This growing interest is strongly supported by data. According to the latest CHAVIN & CSA Observatory, 44% of French consumers are considering taking part in Dry January this year, representing more than 12 million adults. Their motivations include a search for well-being, balance, and the discovery of new taste experiences.
In this context, non-alcoholic wines have emerged as a serious and sophisticated alternative, enabling consumers to reduce or minimise ethanol intake while preserving what truly matters: pleasure, conviviality and celebration.
CHAVIN warmly thanks the RMC Morning team, and in particular Pascale de la Tour du Pin, Martin Bourdin, Géraldine de Mori and Matthias Luguin, for this insightful exchange.