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January is often linked to “Dry January,” when many people pledge to reduce their alcohol consumption. However, a growing group is choosing a more balanced path—drinking less, yet better. Rather than being a challenge for hospitality venues, this trend can be a prime opportunity to retain and even increase revenue while keeping guests happy.
Read on to learn how premium wine and Champagne by the glass can deliver an enhanced experience, boost your venue’s reputation, and protect your bottom line—even during a traditionally quieter month.
The “Drink Less, Drink Better” Movement
Research shows that 4 in 10 drinkers have considered reducing their alcohol intake. Instead of giving it up entirely, many are focusing on quality over quantity. They want to savour each sip of a premium option rather than automatically opting for a soft drink alternative.
Essentially, you don’t need to go ‘cold turkey’ in order to make a change. Earlier this week, The Telegraph even suggested trying a month of enjoying better-quality bottles but less often. This perspective offers a more balanced approach, letting you indulge in finer selections while still protecting your purse strings.
Key takeaway for venues: By providing premium wines and Champagnes by the glass, you can cater to this thoughtful approach. Guests enjoy the luxury of a top-tier pour without feeling they must purchase an entire bottle, letting them indulge sensibly while still feeling special.
Turn January Into an Opportunity
Tap into the “Drink Less, But Better” trend with smart strategies that highlight quality, flexibility, and freshness. These ideas will help you attract guests looking to indulge mindfully while elevating their experience:
- New or Premium Wine Offers: Although some customers are cutting down, they may still be willing to pay more for an unforgettable experience. Consider running a January promotion on a premium wine, offering it at a slightly reduced price to fit more modest budgets. Alternatively, open up your premium bottles for by the glass service so you don’t miss out on sales while showcasing higher-quality choices.
- Offer Flexible Serving Sizes: Serving smaller pours, such as 125ml, lets patrons sample premium selections without overspending or overindulging. This flexibility aligns perfectly with the “less, but better” mentality, and it can encourage guests to try multiple premium options in one sitting.
- Freshness guaranteed: Today’s guests want to know their wine or Champagne is as crisp and lively as if it were poured from a just-opened bottle. By investing in a preservation system that guarantees quality & freshness, you’re not just meeting expectations—you’re seizing a rewarding opportunity to stand out as the go-to destination for premium wine by the glass.
Bermar: Your Partner in Preservation
At Bermar, we specialise in wine and Champagne preservation systems that support hospitality businesses throughout the year—especially in slower months like January. Our ePreserve technology keeps opened bottles in optimal condition for up to 21 days, ensuring every glass tastes as fresh as the first. By investing in our proven solutions, you can:
- Expand your wine by the glass menu with utmost confidence.
- Delight guests by offering consistently impeccable quality.
- Reduce waste and maintain (or even increase) your profits during traditionally quieter periods.
Don’t Let January Slow You Down
“Drink Less, But Better” is more than a passing fad; it’s a cultural shift in how people approach alcohol. By showcasing premium options, providing flexible serving sizes, and guaranteeing freshness, you can continue to wow your guests, stand out in a competitive market, and keep your revenue healthy—even in January and beyond.
Ready to Boost Your Wine Programme?
Discover how Bermar’s innovative preservation solutions can support your venue this January.
Visit our website to learn more about ePreserve technology and see how you can serve the perfect glass of wine or Champagne—every single time.
Cheers to serving fewer drinks, better!
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