Dry January Challenge 2023 the masterclass with Esmee Langereis

What does a dry January taste like?

You've most likely heard a lot about Dry January. The statistics are precise. The supply of 0.0 rises exponentially. As a result of the dramatic growth in availability, the hotel and wine sectors are beginning to recognize that 0.0 is a new and major category. Furthermore, non-alcoholic wines and spirits are becoming increasingly popular.

On behalf of the renowned companies Kolonne/Null, SinZero, and Abstinence, we were invited to a fascinating session at Capital C in Amsterdam.
Esmee Langereis gave a fantastic masterclass, information, and industry trends as part of the informal and enjoyable tasting session that PitchPR provided for us.
We received a great deal of wonderful inspiration from the top non-alcoholic brands offered by Delta Wines.

Do you dare to accept the Dry January Challenge with an open mind? was the main question we received. We dared to say that the result would surprise us, and sure enough, it did! Everyone was quite excited and eager after Esmee's lesson and tasting.

What is the Dry January Challenge?

People who participate in the challenge known as "dry January" swear off alcohol for the whole month of January. This challenge is frequently accepted as a means of resetting after the holiday season, enhancing health, or ending a tendency of excessive consumption. It all started in 2011 in the UK with the first dry January and has now become a wider movement. 

Setting concrete objectives for yourself can be helpful if you're taking part in Dry January, such as reducing your alcohol consumption over the long term or getting more rest. To keep you on track, it can be beneficial to have a support network in place, such as friends or a support group.

Why is Dry January so popular?

Dry January is popular for several reasons. One explanation is that it gives a planned moment to rest following the hectic Christmas season, which is typically marked by binge drinking and excessive partying. Additionally, a lot of people find that giving up alcohol for a month has a number of positive effects on their health, including improved sleep, clearer skin, and a decrease in body weight. Finally, Dry January can help people escape the cycle of excessive drinking and create long-term, better drinking habits.

Trends in alcohol-free

According to KAM UK, the urge to minimize alcohol use is growing: in 2021, 32% of respondents wanted to cut down, but by 2022, the majority wanted to cut back to 55%. The availability of alcohol-free goods is at an all-time high. In the last year, knowledge of a more conscientious, healthy, and responsible lifestyle has grown from 7% to 95%.
Another trend is that an aperitif is trendy, just as ready-to-drink mixes (RTD) are fashionable. Drinks containing benefits (probiotics, BD, proteins), mood-changing items (THC, adaptogens), but also physical alcohol-free stores and alcohol-free bars, are becoming more and more popular.

Fun fact: German alcohol-free wine was produced as a byproduct of the production of alcohol for medical purposes. That is one of the reasons why the quantity of wine without alcohol wasn't great earlier.  

Why do people choose alcohol-free, according to a survey by ISWR and Club Soda?

• Avoiding the consequences of drinking alcohol (37%)
• Enjoying the taste (33%)
• Having a healthy lifestyle (32%)
• Reducing alcohol intake overall (32%)
• Maintaining control of the body (30%)

What exactly are non-alcoholic "beverages"?

Beer, spirits (light, dark, digestif, aperitif, bitters, and botanicals), wine, cider, kombucha, sparkling tea, and ready-to-drink mixes are examples.In the Netherlands, alcohol-free refers to any beverage that contains less than 0.5% alcohol by volume.
And non-alcoholic drinks account for 2% of all "beverages" sold globally, with a market value of $11 billion.

The drinks we tasted during the workshop and tasting

Both cocktails contained abstinence botanical spirits; one had blood oranges and a bittersweet flavor, while the other had cape citrus and a nice, fresh sour flavor. A good aperitif to start with is the Cape citrus cocktail, which was made with pineapple juice and honey syrup. However, I find it to be a little too sour. 
The cocktail made with blood orange, tonic, and an orange peel was my favorite. It had nice bitters and was only slightly sweet. It was very revitalizing. I could have drunk two more of these :-)

The wines in 3 flight

We had three flights, each with three wines. The first three white wines we tried were verdejo, riesling, and chardonnay; riesling was by far my favorite. It was produced by Kolonne Null, a German company that only specializes in producing wine without alcohol. 

The other red wines in the second flight—a cabernet sauvignon and a blend—weren't that great, and one of them was exactly like a fruit juice to confuse us a little. With red wine, you really miss the tannins and structure. This is because when you de-alcoholize wine, many of the tannins and structural components that give red wine its full body and complexity are lost.

The last flight was sparkling, and the brut from SinZero was my favorite, it has  great fine mouse with good acidity and flavors of apple, pear, rozes, and a little brioche, just a very little but enough to add a good complexity.  

Advice on how to handle the Dry January challenge

Participants in the Dry January challenge abstain from drinking throughout the entire month of January. It's a great way to improve both your relationship with alcohol and your general health. Here are some pointers to help you deal with the situation:

• Set a realistic goal for yourself, and then stick to it. Keep an eye on your development and remember to recognize your accomplishments.
• Find alternatives - Look for things that may be done without drinking. A walk, a game, or a new hobby are all excellent methods to keep occupied and resist temptation.
• Talk to your loved ones. - Tell your loved ones that you are participating in Dry January and tell them about your challenge. This might give you social support and keep you accountable.
• Keep yourself hydrated by drinking lots of water all throughout the month to maintain your health.
• Give yourself a reward for finishing the challenge. Make sure to reward yourself for a job well done, whether it's a massage, a day out, or a new wardrobe!

Conclusion
I had no idea how simple it would be to abstain from alcohol for a month. The quality of the wines and spirits keeps improving. I can imagine a time when people combine abstinence from alcohol with occasional night time consumption.