Dry January is up >50%

2. INTEREST IN DRY JANUARY TOOK OFF IN 2023
2018 2019 2020 2021 2022 2023
Global (+52%)
Source: Google Trends for January of each year
Growth rates provided in labels are for most recent year only (Jan ’23 vs. Jan ’22)
Search interest in “Dry January”, Google Trends data for Q1 of each year
Canada (+25%)
United States (+90%)
United Kingdom (+25%)
Australia (+70%)

3. WE STUDIED 12 GROWING NA BRANDS –
INCLUDING BEER, WINE, SPIRITS, AND RTDS
This report is not affiliated with or connected with the brands shown. Logos do not imply endorsements.

4. JANUARY 2023 KEY FIGURES
This report is not affiliated with or connected with the brands shown. Logos do not imply endorsements.

5. DTC
We studied top brands & estimated sales
traction on 1P ecommerce stores.

6. Oct Dec
Nov Jan
NON ALC BRANDS SAW A SIGNIFICANT
INCREASE IN DTC ORDERS IN JANUARY
DTC ANALYSIS
Source: Shelfbase DTC analysis and estimates
61,000
55,000 54,000
88,000
Q4 avg. = 57,000
+56%

7. THESE BRANDS DID ~$4.7M IN DTC SALES IN JAN
BASED ON OUR ESTIMATES
DTC ANALYSIS
Source: Shelfbase DTC analysis and estimates
1 AOV estimates are directional
88,000
4,800
Median brand
All 12 brands $53
$60
$4,700,000
$290,000
ESTIMATES

8. MAJORITY OF THESE DTC ORDERS WENT TO NA BEER
DTC ANALYSIS
Source: Shelfbase DTC analysis and estimates
52%
48%

9. BUT NA SPIRITS BRANDS SAW HIGHEST
GROWTH RATES IN DRY JANUARY
DTC ANALYSIS
Source: Shelfbase DTC analysis and estimates

10. ONLINE INTEREST IN RITUAL ZERO PROOF GREW
IMMENSELY THIS JANUARY
DTC ANALYSIS
Source: Google Trends (United States)
Dry January: Oak Steakhouse beverage
director shares her go-to zero-proof
cocktail recipe
2021 2023
2022

11. PHYSICAL RETAIL
We examined brick and mortar distribution across the US,
including retail, restaurants, and non-traditional operators.