Dry January spurred record non-alcoholic drink sales at Soho House

Tue, 03/19/2024 - 03:22

Soho House event and mocktail drink — Booze-free drinks are gaining Wall Street attention as Dry January gains popularity.
Andrew H. Walker/Getty Images for Soho House and Irina Marwan/Getty Images

Dry January is boosting the sales of non-alcoholic drinks at companies like Soho House.
Soho House's CEO said the company saw its biggest ever spike in mocktail sales in January.
Bars were hit hard by Dry January, with sales in the UK down 11.5% compared with 2023.

Dry January — the annual rite of atonement that involves temporarily swapping cocktails for non-alcoholic libations — is becoming so popular that it's showing up on Wall Street's radar.