DRY JANUARY: Why we love it and what does it say about you.. and us !

Dry January… or when alcohol takes a step back.

A growing movement of abstinence? A simple passing trend? Or a genuine shift toward preventive health awareness?

For a long time, restaurant business models have relied heavily on alcoholic beverages. Today, however, the rise of Low-No drinks is undeniable. More than a trend, it represents a real opportunity to bring greater inclusivity and sustainability into restaurants—provided that the offering is designed with the same level of care, creativity, and coherence as alcoholic beverages.

A real consumer demand

Since 2003, the decline in alcohol consumption has been well documented across all age groups, and particularly among younger generations. Volumes of No & Low beverages are estimated to be growing at an annual rate of nearly +7% between 2022 and 2026 (Source: IWSR).

While alcohol-free beers have already captured around 4% of market share within the beer segment, it is homemade, fermented, and crafted beverages that are gaining the most momentum. Kombuchas, kefirs, infusions, and iced teas are increasingly favored by consumers for their health benefits, potential probiotic and antioxidant properties, and their low alcohol content.

More economical, healthier AND more sustainable?

An equation that’s finally within reach.

Where beverage margins often rely on high prices, minimal stock turnover, binding volume contracts, and extensive storage space (not to mention glass waste or deposit systems), non-alcoholic drinks allow restaurants to highlight in-house production. They are easier to prepare, require no special licenses, and demand far less costly infrastructure.

It does require more labor—but:

• it enhances and values the skills of kitchen and front-of-house teams;
• it allows for the reuse of peelings (e.g. rhubarb peel kefir, citrus peel kozo, stale bread (kvass), vegetable trimmings and dried herbs (carrot & rosemary kombucha), or even suppliers’ by-products (cascara infusion—coffee cherry skins set aside during roasting), resulting in zero purchasing costs and lighter waste streams, in line with a coherent zero-waste approach;
• sugar and preservative levels remain under control: beverages are alive and produced according to demand, avoiding dormant stock and heavy preservation constraints, while minimizing processing and unnecessary additives;
• and with a newly reduced VAT rate (finally!)—what else?

A true competitive advantage for those who master it

Where exclusivity often has to be “bought” through distribution agreements, creating one’s own beverage menu becomes a major competitive advantage—especially for restaurants that stand out through creativity or gastronomy. Elderflower cascara, sea buckthorn koji, chocolate kombucha… research and development is intense, but the resulting experience is unique and meaningful.

It also means full control over food & beverage pairings, offering tailor-made options that evolve with the seasons.

Ultimately, it becomes a powerful vehicle for transmission—of taste, craftsmanship, respect for the planet, and artisanal know-how.

And it attracts a much broader audience than one might expect: beyond health enthusiasts, it includes pregnant women, halal-observant guests, and people undergoing medical treatment.

At Entropy, all non-alcoholic beverages are homemade, and our food & drink pairing features up to seven different original creations by the glass, to be enjoyed—without moderation.

So, what are you waiting for to book your table?