What the Redefinition of Drinking Means For Your F&B Portfolio

The conversation around Dry January has matured. What began as a temporary reset has become a reliable lens into how consumers are reshaping their relationship with alcohol—and how food and beverage portfolios are evolving in response.

At the center of this shift is a simple but consequential change: alcohol is no longer the default. It is increasingly situational, intentional, and optional.

That shift is not confined to one category. It is redistributing growth across multiple adjacent lanes.

Five Beverage Lanes Reshaping Portfolios

1.        Traditional Alcohol
Alcohol remains culturally relevant, but consumption is becoming more selective. Frequency may decline even as expectations around quality, provenance, and experience rise. Growth is increasingly tied to premiumization and occasion rather than volume.

2.        Non-Alcoholic Beer & Alcohol-Removed Wine
This is one of the most commercially validated segments of the moderation shift. These products succeed by preserving ritual—food pairings, glassware, social cues—while removing alcohol. Their strength lies in low behavioral friction and clear adjacency to legacy brands.

3.        Mocktails & Zero-Proof Beverages
Unlike non-alcoholic beer and wine, mocktails expand the category rather than substitute within it. They compete on flavor complexity, presentation, and experience, creating new moments rather than replacing existing ones.

4.        Functional Beverages
After an early phase of exuberance, functional drinks have entered a more disciplined era. Oversight from bodies such as the FDA has reinforced the importance of clear formulation intent and realistic benefit framing. Execution now matters more than novelty.

5.        Alternative Relaxation Formats
Hemp-derived and THC-adjacent beverages are appearing across new channels, occupying moments alcohol once dominated—relaxation, predictability, and controlled effects. Oversight continues to evolve under agencies such as the DEA, but the signal is behavioral: when alcohol steps back, alternatives step in.

The Portfolio Risk of Standing Still

Some beverages take years to produce. Consumer preferences can shift in months.

This mismatch is increasingly visible in long-cycle categories, where inventory decisions made years earlier collide with changing demand. The result is pressure to diversify, explore adjacencies, and design portfolios that are flexible rather than reliant on a single consumption pattern.

The Takeaway

Moderation is not shrinking the market—it is reallocating it.

Portfolios designed around choice, occasion, and optionality are better positioned than those built solely for default consumption. Dry January may spotlight the shift, but the implications extend well beyond the calendar.