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Dry January trend impacts bars, restaurants in Roanoke

ROANOKE, Va. – After the holidays, many people take on New Year’s resolutions like spending less or drinking less—enter Dry January. But what does this growing trend mean for bars and restaurants? For many, January is already a slow time of year, but the growing trend of Dry January adds even more pressure.

At Martin’s in downtown Roanoke, they’ve noticed a dip in alcohol sales since the year began.

“Over the last couple years looking back to 2023 into 2024 now 2024 into 2025 we’ve seen that trend, this year in particular we are actually up in sales 6 percent overall, but alcohol sales are down 13 percent so yeah it’s a trend that is kind of unprecedented,” said Jason Martin, owner of Martin’s, Sidecar, and Jaybird Tavern.

Martin’s is adjusting to the trend by offering mocktails that closely resemble their traditional cocktails.

“Yeah, they feel included that it’s actually in a glass and not plastic, and it still tastes just as good,” said a bartender at Martin’s.

For those partaking in Dry January, they appreciate businesses making the effort to think outside the box.

“I mean places like Martin’s, I know January’s a tough time for them but going to these places and being able to get a non-alcoholic beer or a mocktail makes me feel like I’m doing my part to support places like Martin’s,” said Clark Palmer.

Martin adds that without these options, bars and restaurants risk losing out on business.

“If you don’t offer those things then you’re alienating people and I think Dry January goes along with that too, if you are not offering or have something for people who are participating then you are just alienating those people.”

For Martin’s Downtown, it’s about more than just surviving Dry January—it’s about embracing the shift and adapting to the changes this month brings.


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Kelly Marsh joined the team in July 2023.