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Dry January, which started in the UK, is all about giving up alcohol from New Year’s Day until the end of the month.The movement is increasingly gaining popularity, as shown by a NielsenIQ study from December 2024.
Key trends revealed by the study:
- A lifestyle choice: More and more American consumers aged 21+ are turning to ‘adult’ non-alcoholic beverage, largely as part of conscious hosting and a health-conscious lifestyle. 46% of Americans 21+ are looking to moderate their drinking habits in 2025, with this rising to 53% for sparkling wine drinkers.
- Appeal of premium alternatives: 41% of buyers of Super/Ultra-Premium wines and 36% of those aged 21-44 are extremely or very interested in purchasing non-alcoholic wines.
- A growing “Flex Drinking” trend: 64% of Americans 21+ are extremely to very interested in Flex Drinking or already participating. This increases to 80% among current sparkling wine and ultra premium wine drinkers. 93% of Non-Alcoholic purchases are made by customers buying full strength beverage alcohol products.
Dry January is increasingly being seen as an opportunity to celebrate in a different way.
French Bloom: a response to new expectations
Present in over 35 countries, the sparkling wine Maison French Bloom was founded in 2019 by ex Michelin Guide Maggie Frerejean-Taittinger and French model Constance Jablonski.
As the leader in the premium non-alcoholic sparkling wines category, French Bloom’s cuvées respond to these changing behaviors by offering elevated French Sparkling like Le Blanc, Le Rosé, and the La Cuvée Vintage Blanc de Blancs.
Dry January: a new way to induldge
This year, throughout the United States, Dry January is reinventing itself with increasingly creative culinary initiatives, such as the Four Seasons Hotel Silicon Valley on January the 30th. At the Quattro Restaurant, Executive Chef Jacques Swart and his team have curated a four-course menu inspired and paired with the French Bloom collection of non-alcoholic French sparkling wines.
Book your seat HERE
A highlight for those seeking an unforgettable gastronomic experience with French Bloom awaits at Aska, the two-Michelin-starred restaurant in Brooklyn, New York, led by Chef Fredrik Berselius.
Renowned for his innovative Nordic cuisine, Chef Berselius and his talented team craft seasonal tasting menus that celebrate local ingredients with creativity and precision. These extraordinary dishes are carefully paired with the full collection of French Bloom sparkling wines, offering a harmonious blend of flavors. Available during both lunch and dinner, this collaboration promises a truly exceptional dining experience.
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French Bloom is ushering in a new era of enjoyment
Dry January is continuously evolving and becoming less restrictive, as evidenced by the rise of flex-drinking.
With initiatives like the Four Seasons Hotel Silicon Valley and the French Bloom’s sparkling cuvées in the two-Michelin-starred restaurant, Aska, by Fredrik Berselius, French Bloom is ushering in a new era of celebration—one that respects personal choices and goals while enjoying in a different way.
