VIDEO. “It’s twice a normal month”: with “Dry January” sales of Augustin’s alcohol-free wines and spirits soar
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“This is where we come to replenish our stock, during the “Dry January” (“alcohol-free month”, Editor’s note) but also at other times of the year,” explains Tristan, a regular at “Drinking peacock”. Like thousands of French people each year, the thirty-year-old decided to take on the challenge of “Dry January”, a concept imported from England which consists of not drinking alcohol during the month of January. And it is in Augustin Laborde’s boutique, located in the 19th arrondissement, that he finds his happiness.
Wines, beers, rum and even Sprit, the “first alcohol-free cellar” offers nearly 500 “soft” drinks. A wide range of flavors and sensations that seduces customers. “I came to find drinks that are nice to drink if you have a little aperitif,” says Lucie, an art restorer. If she does not do “Dry January” strictly speaking, she has decided to reduce her alcohol consumption during the month of January following “small excesses during the holidays”.
“January is a really important month for us. At the same level as the holidays, or even more. Last year, it was the equivalent of twice a normal month in terms of sales and customers,” assures the manager, Augustin Laborde. And this new year also looks promising. From January 2, customers wishing to take up the challenge of “Dry January” pushed open the door of the store, looking for advice. If the month of January is a “good gateway” to testing de-alcoholized drinks, Augustin is convinced that “alcohol-free has the potential to enter people’s daily lives”. “It can work all year round,” he insists, assuring that the alcohol-free market is growing by around 10% per year in France.
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