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Innovation on Tap: Does Dry January Really End on the 31st?

A survey of 2,000 Highlight product testers on drinking habits, Dry January decisions, and openness to alcohol alternatives.

In this report
  • Regular drinking habits across 2,000 Highlight product testers
  • Dry January decisions and New Year's resolutions
  • Openness to trying alcohol alternatives
  • Whether Gen Z is really abandoning alcohol the way headlines claim

According to NIQ, 82% of people who buy non-alcoholic drinks also purchase drinks that contain alcohol. In other words, the world isn't going cold turkey. But as the average consumer seeks out healthier options, their purchase habits for alcoholic (and non-alcoholic) beverages are inevitably evolving.

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