While many of us know about Dry January and Cool October, there is a campaign in Australia called Dry July which encourages people to reset their relationship with alcohol in the middle of the year and raises funds for people affected by cancer.

Although a month without alcohol sounds intimidating and terrifying to many, it is an opportunity to feel healthier and nourish your mind and body. To be fair, it is winter in July in Australia and most of my friends, myself included, enjoy a delicious spicy margarita, a refreshing Aperol spritz or chilled prosecco in the summer heat. I like to encourage health and balance through a wetter July by reducing alcohol consumption. So why cut back?

No amount of alcohol is safe, and according to a recent study by the WHO, alcohol has been declared carcinogenic. The effects of alcohol alarmed more people in June article in WSJ about how the alcohol guidelines will be updated. In perspective, there are many things out there that are just as unhealthy for us—for example, the horrible seed oils used in almost every restaurant, the heavy metals and plastics in our kitchen utensils and pans, artificial and carcinogenic ingredients, and, more disturbing, loneliness. from the lack of companionship.

As someone who doesn't drink much alcohol, I have covered health benefits of past alcohol abuse. I encourage a dry or “wet” July to help you better evaluate your relationship with alcohol and empower you to exercise control over how much you drink. More people are following this trend, as evidenced by the continued growth of the soft drink business. The trend of soft drinks it's especially prevalent among millennials (people between the ages of 26 and 41) and Gen Zers (people between the ages of 12 and 27). Gen Z is drinking more than 20% less than other generations at their age.

From low-alcohol options to canned cocktails, we continue to see more brands respond to consumer demand with alcohol-free alternatives, and some brands have expanded their offerings. For example, applauded is a personal favorite and I love his Aplós Calm which is packed with botanical adaptogens and hemp. Recently, they have launched canned cocktails in the flavors “Chill Margarita” and “Ume Spritz”.

Athletic Brewing Co. is the leading non-alcoholic beer company that helped popularize the “soft drink” trend. Surprisingly to many, most of Athletic Brewing's customers do Really drink, but are aware of reducing the amount of alcohol they consume. Athletic Brewery now accounts for 19% of the beer market.

Bartenders are also diversifying, and many are noticing that Aperol and Campari have regained their popularity, much more so than a dry martini. Strong kombucha and seltzer like Topo Chico Margaritas are also on the rise.

that, one of the fastest growing soft drinks on the market, has impressed me. Despite their great brand, organic adaptogens, functional nootropics and botanicals, I admire that they have grown without celebrity affiliation or endorsement. They have over $30 million in gross revenue as of May 2021 and growth of 983% in 2022 and 271% in 2023, with a forecast of nearly 75% year-over-year growth in 2024. Additionally, they have expanded to 4,000 + new retail locations from mid-2024, leading the category with an average sales rate of $42.88 (USD sales per SKU per store per week). Hiyo has more than 8,900 5-star reviews.

From the perspective of the spirit of summer, and this BEN include a celebrity, I loved it DeSoi, a non-alcoholic sparkling aperitif founded by Katy Perry and Morgan McLachlan. De Soi has grown its retail business 300% year-over-year and is now in over 5,000 retail stores, including Target, Whole Foods, Publix, Sprouts and Southern California's trendy Erewhon. Recurring subscriptions account for 50% of their online income. DeSoi offers Très Rosé, their best-selling flavor, Golden Hour, and their newest flavor, Spritz Italiano, which is my favorite and on track to be their new best-seller.

As more people look for hangover-free, low-calorie options, cannabis and THC drinks are also on the rise, stealing market share from wine, beer and spirits. According to data from the Brightfield Group, sales of hemp-derived THC beverages increased by 143% in 2023.

In 2023, the market for hemp beverages was $98.1 million, below CBD beverages ($166.9 million) and well behind marijuana-derived THC versions ($347 million). A BevAlc report showed this more than half of the respondents said cannabis-infused beverages have the highest growth potential in the industry. The cannabis-infused beverage market is projected to grow at a CAGR of 37.8%. reaching $8.7 billion in annual sales by 2032. However, significant education and regulation must occur for high-level decision makers to be able to develop policies that do not put people at a disadvantage or lead to endless loopholes.

As I lean more towards adaptogen drinks and hemp, I admire how, Nowadays, a cannabis-infused beverage has grown explosively as a business. Co-founders Justin Tidwell and Anthony Puterman launched Today in April 2023 to bridge the gap between non-alcoholic and alcoholic products, creating the perfect middle ground to achieve a hangover-free social buzz.

The brand took off immediately, generating $1 million in sales in the first two months! By the end of 2023, just eight months after launch, it has reached $2.5 million in sales today. Through the 2018 federal farm bill, bottles are now sold directly to consumers as hemp-derived beverages in 35+ states. Available in 3 doses (micro, low and high), the brand has also achieved direct-to-consumer growth with its sustained virality in TIK Tok.

Similar to how we see it in gambling, sports betting or excessive triathlon, I see the danger of people replacing one addiction with another, but if the consumption of alcohol, hemp or cannabis can be done in moderation, I think that everyone has the right to do as they should. choose

Individuals need to be able to control what they drink (and eat!) and when you empower yourself to exercise that control, you'll see the biggest benefits – be it in the gym, food and cocktails! On-demand delivery also never hurts, and here we go, as direct-to-consumer alcohol sales are at their peak. Whether you choose sobriety or a wet July, exercise control and do what keeps you as happy and healthy as possible.