From Time:

This month, many people are starting their resolutions, including taking part in Dry January, where they reduce or cut out alcohol consumption. This trend actually benefits the beer industry, as they promote moderation through the substitution effect, offering consumers lower- or no-alcohol products without sacrificing flavor. In a significant growth, lower and no-alcohol products increased by 7% in 2022.

In fact, beer and cider make up 75% of the lower and no-alcohol category worldwide, and 97% in the EU. The global lower and no-alcohol market is growing and effective policy can support consumer adoption. Such choices have been shown to reduce harmful drinking indicators in the UK and Spain. Dry January is a significant opportunity for consumers, the beer industry, and public health to promote moderation and the benefits of lower-alcohol choices.

Justin Kissinger serves as the president and CEO of the World Brewing Alliance (WBA) and believes in the importance of promoting lower-alcohol beverage choices. He promotes the idea of toasting to the meaningful social impact of promoting moderate alcohol consumption. Subscribe to the new Fortune CEO Weekly Europe newsletter to stay informed.



Read more: The World Brewing Alliance: ‘Here’s why the global beer industry wants you to do Dry January’