The 'Dry January' effect

Festive celebrations at Christmas and New Year often involve increased alcohol consumption in many parts of the world. For some, that’s followed by a decision to take a break from drinking. It's become widely known as Dry January.

However, data shows that more people are choosing to reduce their alcohol intake all year round.

Alcohol-free drinks only make up about 1% of the total industry, but their popularity has risen quickly, and the vast majority of those drinks - 90% according to analysts Mintel - are beer.

How influential is Dry January really in this growing trend? And how will the smaller producers, who pioneered the non-alcoholic sector, fare now that the drinks giants are producing their own zero percent products?

We examine the changing adult drinks market.

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Presented and produced by Imran Rahman-Jones

(Picture: Sonja Mitchell, founder of Jump Ship Brewing, based in Scotland, UK, holding a glass of non-alcoholic beer up in the air. Credit: Jump Ship Brewing)