Insulting and patronising? Why attacks on Dry January miss the real issue

Dry January: an attack on the French art of living?

It is undeniable that wine is much more than just a drink in France: it is part of the national heritage, a cultural symbol, and an economic pillar. Yet, figures show that wine consumption is changing drastically, particularly among young people.

A generational—and global—shift.

The mayor’s remarks highlight a very real fear within the wine industry: the decline in wine consumption in France. According to the International Organisation of Vine and Wine (OIV), overall wine consumption in France has dropped by 70% over the last 60 years. Among 18- to 35-year-olds, this decline is even more pronounced: a 2022 survey revealed that only 30% of young people consume wine regularly, often preferring beer, cocktails, or non-alcoholic beverages instead.

A phenomenon or a symptom?

These changes are not solely linked to Dry January. They are part of a broader trend towards moderation, a wider range of choices, and a greater focus on health. While younger generations are consuming less wine, they are not rejecting the French art of living; instead, they are reinterpreting it in their own way by incorporating alternatives such as dealcoholised wines.

Dry January —with nearly one in four French people planning to participate in 2025 —is a symptom of this shift. This movement prohibits nothing and attacks no one: it simply invites people to take a break and reflect on their consumption habits. Choosing to abstain temporarily does not negate the richness of French wine; rather, it offers a different way to appreciate it—with greater mindfulness and moderation.

It is also worth noting that participating in Dry January does not necessarily mean giving up wine for good. A British study of Dry January participants showed that 72% resumed moderate alcohol consumption after the challenge, while gaining a greater appreciation for the drinks they consumed. This measured approach could benefit the wine industry.

Why demonize a personal choice? 😈

Labeling Dry January as "downright unbearable" amounts to denying consumers the right to choose their own relationship with alcohol.

In 2025, nearly 25% of French people will take part in this challenge, according to an Ifop study. This demonstrates a need to reclaim control over one’s consumption, rather than a rejection of tradition.

What if, instead of viewing it as an affront, we saw Dry January as a complementary approach? After all, moderation and responsibility are also values championed by wine advocates. These two movements are not opposed but convergent, each in its own way.

An opportunity for the wine sector?

Rather than viewing Dry January as a threat, why not see it as an opportunity? By diversifying into quality dealcoholised wines, French winemakers could meet clear demand while preserving their expertise. Currently, brands like Pierre Zéro or Chavin are already succeeding in capturing this new audience, which values taste and the experience without the effects of alcohol.

Faced with a historic decline in wine consumption, it is time to innovate. Offering non-alcoholic alternatives does not diminish the prestige of wine; instead, it broadens its accessibility, particularly among young people and international consumers who are more attuned to these trends.

An attack or an evolution?

Labeling Dry January an "attack" amounts to denying the societal and generational shifts currently underway. Rather than opposing them, it would be more constructive to embrace them. After all, the French art of living is also about knowing how to adapt, reinvent oneself, and welcome new ideas while remaining true to one's essence.

Wine remains—and will continue to be—a pillar of our culture. But to ensure its longevity, it must evolve alongside consumers. Dry January is not the enemy of this art of living. It is an invitation to rethink how we share and celebrate it.