Dry January Trend Gains Popularity in the Netherlands

Glasses in a bar in Groningen © Amber van Kempen

“Dry January” – the trend of staying alcohol-free for the month of January – is becoming increasingly popular in the Netherlands. Speaking to NL Times, a spokesperson of IkPas, a national alcohol abstinence campaign, reported that 25% of Dutch people took part in the initiative this January.

Reporter Lisa Pace investigates how Dry January impacts alcohol sales in Groningen's pubs and the creative ways they are adjusting to changing consumer habits.