January is often the occasion for some to ease off on alcohol: hence the “Dry January”, or the “January without alcohol”. A trend that comes from Anglo-Saxon countries. But in the United States, as in New York, it is much more than a trend.
From our correspondent in New York,
In its Brooklyn store, amid freshly delivered boxes, Aqxyl Storms takes inventory: “ We have different whiskeys, tequilas, bourbons, gins, rums… » Traditional drinks, or almost. With one particularity: not a single drop of alcohol in the bottles. This is called a “dry store”.
Aqxyl Storms decided to launch after realizing the limited supply of soft drinks. “ It was very frustrating because it was difficult to find everything I wanted near my home, he explains. And in New York, you want to be able to walk around a bit and quickly find what you want. I thought it was a good idea to put everything together in one place. »
The friendly atmosphere of a bar without its constraints
Like Aqxyl, during the Covid pandemic, more and more New Yorkers are deciding to quit drinking or at least reduce their alcohol consumption. A need that many brands have understood. Today, there are hundreds of possibilities: from beer to non-alcoholic wine, including mocktails of all kinds.
And for the past year, the East Village district has had the very first 100% alcohol-free bar in the city, to the delight of some New Yorkers. A resident of the neighborhood is enthusiastic to have finally been able to find what she was missing: “ This bar has really given us a place where we can meet in a friendly atmosphere. It’s also a safe place whereas some bars with booze can be dodgy. And of course, not having a hangover is great! Another customer, again, is pleased to have found this ideal alternative: We do ‘Janvier sans alcool’, but we still like to get together and chat over a drink. So we wanted to test this bar! »
Passing fad or real “movement”?
The owner, Abby Ehmann, has already owned a bar with alcohol for several years in the same neighborhood. She admits being the first surprise of the success of this new establishment. ” I see people coming by taxi. We have become a real destination. And it’s great. We are always full! “, she rejoices. According to this die-hard New Yorker, this new sobriety is not just a passing trend: “ I think it’s a movement. And market research has shown that people under 30 drink significantly less than people over 40. I think we will see more bars like mine and it will be interesting to see what they will look like. »
In the meantime, many restaurants now offer a menu of non-alcoholic drinks. In the United States, this market brought in more than $300 million in 2022, an increase of 30% compared to the previous year. In this world of sobriety, only one watchword: consumption without moderation.
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