The no/low big five - what’s actually selling in January?

January used to be predictable: fewer diners, quieter bars, and a sharp fall in alcohol sales.

But today, the picture is more nuanced. While drinkers cut back on alcohol, they don’t stop ordering beverages. Instead, they shift entirely into no/low categories — and the operators who lean into this change win commercially.

Lightspeed’s aggregated UK EPOS data shows that around one in three drinks sold in January contains no or low alcohol. This is consistent with patterns seen in 'Sober October' and is reinforced each year by rising consumer consciousness around health, moderation and “reset” behaviour.

This article breaks down the five no/low categories driving revenue in January, and offers operators practical, GP-positive ideas for how to design a drinks menu that resonates with guests.

The data behind the no/low boom

Across more than 1,200 UK venues, several clear behavioural trends emerge:

• No/low drink share rises sharply in January, replacing a meaningful portion of alcoholic drink sales.
• Beverage transactions remain stable — guests still order drinks, just different ones.
• Spend-per-head decreases overall, largely because alcoholic beverages traditionally carry higher GP.

Taken together, the message is simple:

“Diners didn’t stop drinking in January — they changed what they drank.”

For operators, that means opportunity, not loss.

• Read more: The January Profit Playbook

The No/Low Big Five Categories

Below are the five categories that consistently perform well in January across the UK. This list reflects category-level performance trend, ensuring accuracy and responsible data use.

1. 1) Alcohol-free beer
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3. Alcohol-free beer is the most stable and predictable no/low performer. It offers:

• Familiarity for guests
• Consistent repeat orders
• Easy pairing with food
• Wide availability at multiple price points

Its strength lies in accessibility — guests understand it, trust it, and feel comfortable ordering it over multiple rounds. Operators should ensure at least two AF beers on the menu: one classic, one premium or craft-led.

2) Premium soft drinks & adult sodas

Premium softs often match or even exceed entry-level cocktail price points, making them one of January’s strongest GP opportunities.

Key characteristics include:

• Citrus-driven flavour
• Botanical, spiced or herbal profiles
• Seasonal ingredients

Because January citrus is abundant, operators can cross-reference produce ideas via the TSC seasonal hub.

Premium softs also complement Veganuary dishes exceptionally well.

3) Non-alcoholic cocktails (mocktails)

Mocktails are the most creative — and often most profitable — part of a no/low menu. They allow bartenders to:

• Mirror cocktail structure
• Apply technique and garnish
• Deliver a sense of theatre
• Command strong price points

From a GP perspective, mocktails should sit close to standard cocktails. Underpricing signals “lesser value” and damages revenue potential.

Mocktails are also a high-performing content category on social media, making them ideal for January marketing.

4) Kombucha, ferments & tea-based drinks

Fermented and tea-led beverages have surged during health-focused periods. They offer:

• Natural acidity
• Complexity
• Digestive appeal
• A premium, craft-led story

Because they pair well with plant-based cooking, these drinks are especially relevant when combined with Veganuary menus.

For pairing ideas, operators can browse the TSC vegan recipe archive.

Kombucha tasting flights or tea pairings can elevate January menus and increase spend-per-head.

5) Low-alcohol cocktails & sessionable drinks

Not every guest wants complete abstinence — many prefer moderation. Low-alcohol cocktails meet this need without compromising on flavour, technique or presentation.

Examples include:

• Drinks using aromatised wines
• Spritz-style serves
• Low-ABV twists on classics

These drinks keep cocktail culture alive in January while fitting guests’ reset mindset.

Consistency is crucial: glassware, garnish, and service must feel identical to full-strength cocktails.

How to build a no/low menu that actually sells

A high-performing January drinks menu relies on structure, training and presentation — not guesswork.

1) Menu design principles

• Offer 6–8 no/low options
• Build around flavour, not restrictions
• Integrate seasonal produce
• Use adult flavour cues: herbal, bitter, spiced, citrus

Avoid positioning no/low as the “cheaper” section — it should feel equivalent to the main drinks list.

2) Team training & service language

Guests care about story and flavour. FOH teams should be trained to:

• Talk confidently about each drink
• Make pairing recommendations
• Suggest upgrades or tasting flights
• Present no/low as a positive choice

Confident teams convert more orders — and lift spend-per-head.

3) Presentation & theatre

No/low drinks should be presented with the same attention as alcoholic cocktails:

• High-quality glassware
• Ice quality
• Garnish sophistication
• Consistent pour techniques

This removes any sense of compromise for the guest.

4) Pricing strategy

No/low should not be positioned as a “lower-value alternative”.

Price based on:

• Skill
• Technique
• Ingredient cost
• Brand positioning

Consumers do not expect no/low to be cheap — they expect it to be good.

No/low meets Veganuary — the perfect January pairing

The January reset affects both food and drink behaviour. Plant-based menus pair naturally with no/low serves — bright, fragrant drinks often complement vegetables, legumes and grains more effectively than heavy wines or spirits.

Operators can support Veganuary menus by linking to credible, real TSC plant-based dishes:

Holy Carrot: Plant-Based Expertise

• Chef feature, Daniel Watkins:
• Mushroom fine-dining dish recipe
• Pumpkin dish recipe

Veganuary Hub (Menus, Chefs, Recipes)

Social Media: Why No/Low Drives Engagement

Short, visual content of:

• Mocktail pours
• Seasonal soft drinks
• Kombucha brews
• Garnish techniques

…all outperform generic January posts.

Guests want to see:

• Craft
• Colour
• Texture
• Theatre

And no/low drinks naturally deliver that — making them ideal for Instagram and TikTok content during the quieter winter weeks.

Five Quick Wins for Operators This January

• Add two premium softs featuring citrus or winter spices.
• Launch a £15 no/low tasting flight — great for groups and social sharing.
• Pair no/low with plant-forward dishes, especially during Veganuary.
• Promote your no/low list weekly on social media with high-quality visuals.
• Train FOH on a “January discovery menu” script to build guest confidence.

1. Conclusion — no/low isn’t a trend. It’s a revenue stream.
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3. January will always look different — but it doesn’t have to look worse.
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5. The data proves that guests still order drinks; they simply choose alternatives.
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7. Operators who embrace no/low creativity:

• Maintain GP
• Drive engagement
• Build loyalty
• Strengthen their January position

The no/low big five offer a structure that any business can adopt, scale and refine.

This shift isn’t temporary — it’s a fundamental part of modern drinking culture.

This article forms part of The Staff Canteen’s January Insights Series. All data and trend analysis are created with the support of Lightspeed. All data is anonymised and aggregated.