During Dry January, business also dries up for restaurants and bars. N.H. has a solution: Mocktail Month.
Amanda Gokee
CONCORD, N.H. —Dry January is now impossible to miss, with nearly a third of Americans planning to skip or reduce their alcohol consumption during the first month of the year, according to one estimate. And New Hampshire restaurants are not only paying attention to the Dry January trend, they’re participating.
New Hampshire Liquor Commission has also gotten involved through what it’s deemed Mocktail Month, with 70 participating businesses offering non-alcoholic libations and an online, downloadable recipe guide. (The recipes, which are provided by N.H. restaurants, include ingredients needed to turn the drink from a mocktail to a cocktail.)
Restaurant and bar owners said while many people are reluctant to reach for a drink during Dry January, the month historically has been one where sales typically drag.
“We always feel a dip in January but believe it to be more the season itself, rather than Dry January specifically,” according to Ryan McCabe and Sarah Maillet, who own 815 Cocktails & Provisions in Manchester. “Recovering from the holidays, seasonal illnesses and, at times, the weather all play their part.”
Jeff Abellard, the owner of Bistro 603 in Nashua, said Dry January is part of the seasonal slowness, although, he added, February is even worse.
“The holidays just ended, health regimens start. Dry January is a large part of that, and yes, it definitely negatively impacts alcohol sales,” he said.
But there’s a bright side: Steven Clutter, of both The Chophouse and The Crown Tavern in Manchester, said he’s seen demand for mocktails grow over the past few years.
Dan Haggerty of Stash Box and Industry East, both in Manchester, said mocktail and non-alcoholic beverage sales have been up this month. And, he said, this year’s newly created mocktails have been a hit – with a twist.
“I might add that about 50 percent of guests actually request to add liquor to them, making it more of a Damp January!” he said.