How Your Brewery Can Host a Successful Dry January Event
Dry January has grown from a quiet personal challenge into a widespread movement, with millions of people choosing to take a break from alcohol for the first month of the year. While this might sound like a threat to taproom traffic, it’s actually an opportunity.
With the right approach, your brewery can turn Dry January into a creative, community-focused event that keeps customers engaged—even if they’re not drinking beer.
Here’s how to host a Dry January event that supports your guests’ goals and keeps your brewery buzzing.
🍃 Why Host a Dry January Event?
Rather than seeing Dry January as a downturn, smart breweries are flipping the script:
Engage customers who still want to be social without drinking alcohol.
Showcase your creativity with NA (non-alcoholic) options or limited-time specials.
Build long-term loyalty by showing that your brewery welcomes everyone—not just beer drinkers.
Whether it’s a single event or a month-long campaign, participating in Dry January shows your brewery is adaptable, inclusive, and tuned in.
🍹 Event Ideas for Dry January at Your Brewery
1. Mocktail Night at the Taproom
Transform your bar into a booze-free playground. Use your bartenders’ skills to craft fun mocktails using juices, syrups, seltzers, and garnishes. Give them clever beer-inspired names for extra charm.
2. NA Beer Showcase
If you brew or carry non-alcoholic beers, highlight them with a tasting flight or tap takeover. Invite a rep from a local or national NA brand to speak about the process and the product.
3. Wellness & Brews Market
Team up with yoga instructors, massage therapists, health food vendors, or mental health advocates for a Sunday afternoon wellness market in your taproom.
4. Brewery Book Club or Trivia Night
Give guests a reason to gather without focusing on drinking. Host a book club with tea and mocktails or run a themed trivia night with NA prizes.
5. DIY Kombucha or Tea Workshop
Bring in a local expert to lead a workshop on brewing kombucha, crafting herbal teas, or creating mocktail shrubs. Pair with a tasting.
6. Dry January Passport Program
Create a punch card for NA purchases or Dry January events. Offer a prize for completing the passport (like a gift card or free beer in February).
📣 Tips for Promoting Your Dry January Event
Start promoting in late December when people begin setting goals for the new year.
Use inclusive language like “sober-curious,” “low/no alcohol,” or “drink differently”—not “you have to be sober to join.”
Highlight the community vibe: Let people know it’s a space for connection, creativity, and support.
Encourage designated drivers to join in by offering them fun alternatives to drink.
🛠 What to Have on Hand
NA beers or hop waters
Sparkling water, flavored sodas, juices, and fresh garnishes
Recipe cards for mocktails
Games, books, or a playlist to set the vibe
Clear signage and friendly, informed staff
🎯 The Bigger Picture
Dry January isn’t about taking something away—it’s about adding something new. By hosting a thoughtful, inclusive event (or series of events), you show that your brewery is more than just a place to drink. It’s a place to gather, to try new things, and to feel welcome—any time of year.
And when February rolls around? Many of those guests will remember how your brewery supported their goals and made them feel part of the community.
