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Consumer Research

US$295m “dry” uplift for bars and restaurants following Dry January

Dry January has been growing in popularity for a number of years, and 2022 saw participation grow to 35% in the US – a significant increase from 21% of consumers who took part in 2019. Out of those who intended to abstain from alcohol, an impressive 74% claim to have succeeded versus the average 8-10% of consumers who stick to their New Year’s resolutions.

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