In a recent article, ELLE draws on data from the Chavin-CSA Observatory to highlight the growing popularity of Dry January. In 2025, 12% of French people are expected to participate for the first time, reflecting a collective shift in attitudes toward alcohol consumption.
Since its launch in France, Dry January has engaged 19% of the population, with tangible results: 47% of participants report sustainably reducing their alcohol intake after taking on the challenge.
At the same time, the rise of de-alcoholized wines showcases this shift in habits. 55% of alcohol-free wine consumers are aged 18 to 34, affirming the younger generation’s interest in responsible and modern alternatives. With its innovative cuvées, Maison Chavin is at the forefront of this trend, offering sophisticated tasting experiences without compromise.
👉 Read the article in ELLE: Link to the article
