Dubai drinks supplier raises a glass to Dry January

Dubai drinks supplier raises a glass to Dry January

Drink Dry, a Dubai-based supplier of non-alcoholic beverages, has reported a 20 percent bump in sales during Dry January, defying a traditional post-festive period slump in the hospitality sector. Dry January is an initiative launched in the UK by Alcohol Change in 2013. It involves consumers abstaining from alcohol for the first month of the […]

Drink Dry strong in January

20% higher than December

No-alcohol sector up 5%

Drink Dry, a Dubai-based supplier of non-alcoholic beverages, has reported a 20 percent bump in sales during Dry January, defying a traditional post-festive period slump in the hospitality sector.

Dry January is an initiative launched in the UK by Alcohol Change in 2013. It involves consumers abstaining from alcohol for the first month of the year, to recover from the hectic December social period.

Erika Doyle set up Drink Dry in Dubai in 2020 and the Dry January initiative has proved lucrative for the startup, with the first month of the year accounting for about 13 percent of annual revenue.

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Nonetheless, “Drink Dry is still in its maximum growth stage and therefore December is always our highest revenue-generating