In its article titled “Nearly Half of French Participants in Dry January Reduced Their Alcohol Consumption”, Maxi MAG highlights the findings of the Chavin study conducted with CSA, unveiled during our press conference.
The article delves into the growing success of Dry January, a British-origin challenge that encourages consumers to rethink their relationship with alcohol by taking a break. According to the study, 12% of French people will participate in Dry January for the first time in 2025, while nearly 19% have already tried it, with two-thirds of participants lasting through February.
Young adults (18–34 years old), in particular, are more inclined to take part, representing 41% of participants, despite making up only 25% of the French population. This demographic, referred to as “flexidrinkers”, alternates between alcoholic beverages and de-alcoholized alternatives, such as alcohol-free wines.
The study also highlights an intriguing insight: Dry January participants, across all age groups, are often wine enthusiasts (81%), with 24% being very regular wine consumers. Their curiosity drives them to explore options like alcohol-free wines, even though it remains a niche market, with 75% of French people having never tried alcohol-free wine.
👉 Read the full article on Maxi MAG: Link to the article
A heartfelt thank you to Maxi MAG for spotlighting our study and shedding light on evolving consumption habits in France.
