Hold the sauce! Dry January continues to gain popularity

Dry January Gains Popularity in Quebec, Non-Alcoholic Options on the Rise

Dry January has become a widely embraced lifestyle choice in Quebec as many people start the year by choosing sobriety.

At Apero a Zero, Quebec’s first store dedicated to non-alcoholic beverages, customers can find a variety of options to enjoy without alcohol. Co-owner Sophie Aubin shared that removing alcohol from the equation doesn’t mean sacrificing taste or enjoyment.

“It's all the same to me,” Aubin said. “It's just about sharing experiences, new products, and discovering things with people.”

Opened two years ago in the Hochelaga neighborhood, the shop has seen increased interest in Dry January over the years.

“I think a lot of people are more mindful about their health and they're trying to make resolutions, so yes, it's a busier month,” Aubin said.

Aubin also noted that people of all ages are opting for non-alcoholic alternatives.

Genevieve Desautels, executive director of Educ'Alcool, highlighted the benefits of cutting out alcohol, such as better sleep and improved clarity, especially during quieter times of the day.

However, she cautioned that real benefits come from avoiding replacing alcohol with other substances.

“You have to pay attention if you do something else instead – like eating more sugar, chips, or even using cannabis,” Desautels said.

Studies show that moderation and sobriety are gaining popularity among younger people. A 2024 poll found that 22 percent of Gen Z respondents reported never having consumed alcohol, compared to 12 percent of millennials.

Aubin has observed this trend as well, noting that her store attracts people from all walks of life.

“We see so many types of people,” she said. “We have customers who had to stop drinking for health reasons.”