Every year, when the clock strikes midnight on the 1st of January, the resolution gates forcefully open once again. While going to the gym (more often) or implementing a healthier diet are commonly on the top of people’s self-improvement lists, one resounding resolution has taken the past few years by absolute torrential storm.

Yes, we speak of Dry January.

The ever-popular shift towards the sober-curious and mindful drinking movement might be due to the cultural change indicating that Gen Z drinks less than other generations. And while we predicted this would be the “Year of the Designated Driver” in our 2023 Trend Report, we’re already seeing new non-alcoholic brands come to the market and push the packaging expectations to new levels.