Striking a balance: how France’s Vin & Société is offering a new take on Dry January

s consumers around the world embark on Dry January, French industry advocacy body Vin & Société has unveiled a manifesto promoting ‘French January’ where it calls for “an open-minded, responsible vision of the French lifestyle, with no dictates or judgments. French January is not about giving anything up – least of all well-being in general – but about striking the right balance between too much and nothing at all”, the organisation explains. Its aim is to move beyond radical extremes and champion a culture of pleasure grounded in responsibility. “French January is the month where people choose to savour rather than prohibit. It’s about choosing moderation and conviviality – a very French way of living in harmony with others”. Launched via social media, the campaign comes in response to the English-speaking world’s binary logic of excess versus abstinence, proposing instead “a French model based on freedom of choice, personal responsibility and respect for recommended drinking guidelines”.

Alcohol-free Dry January is resonating with a growing number of French consumers, putting a significant share of the country’s wine industry on edge, to say the least. Trade associations point to a survey conducted by Toluna Harris Interactive among 1,201 people between 10 and 12 December 2025 which found that 55% of French people are already aware of Dry January. The data speaks volumes about just how much the trend has taken hold: “Among the 82% of French people who drink alcohol, 50% say they plan to take part in Dry January 2026”. Participation intentions rise sharply to 72% among the under-35s, but fall to 39% among the over-50s.

The results highlight the need to put alcohol’s role in society back into perspective. Through Vin & Société, the French wine industry aims to guide consumers along an educational path towards moderation, “not just in January but well beyond it”, adds the organisation.