In a detailed article, Midi Libre explores the findings of the CSA study commissioned by Maison Chavin, shedding light on evolving consumption habits in France. Dry January, far from being a simple New Year’s challenge, is emerging as a transformative movement reshaping our relationship with alcohol.
The study shows that approximately 19% of French people have participated in this initiative, with 12% planning to take part for the first time in 2025. The participants? Typically young, urban, and health-conscious. This trend has been partly driven by a collective awareness amplified by the disruptions of the pandemic.
For Mathilde Boulachin, founder and CEO of Chavin, these figures confirm the rise of “flexidrinkers,” consumers adopting a balanced approach by alternating between alcoholic beverages and alcohol-free alternatives. “We are witnessing a revolution in consumption patterns, a movement we support with innovative and tailored solutions,” she states.
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