"Dry January" and "Veganuary" - What it means for the hospitality industry - Germany’s January wellness wave: Vegan menus and alcohol-free drinks reshape dining
January is becoming the new season for restraint, as more people embrace alcohol-free and plant-based diets. The shift moves beyond traditional Lenten practices, with trends like Veganuary and Dry January gaining momentum. Restaurants and health experts are now adapting to meet this growing demand.
A 2025 Nutrition Report by Germany’s Federal Ministry of Food and Agriculture highlights changing eating habits. Only 24% of Germans now consume meat daily, reflecting a broader move towards plant-based diets. Barmer health insurance also supports this trend by promoting abstinence in January, noting that Hesse has fewer alcohol-related medical treatments than the national average.
Restaurants in Hesse are responding by expanding their vegan menus and introducing more non-alcoholic drink pairings. Gisbert Kern, managing director of Dehoga Hessen, stresses the importance of this shift for staying competitive. He advises restaurateurs to blend culinary tradition with creative, flexible vegan options.
The hospitality industry sees this as a chance to attract customers seeking healthier choices. Innovative companies are leading the way with alcohol-free alternatives. Rheinische Distillers offers Siegfried Wonderleaf, an alcohol-free gin, while Knut Hansen 0.0 provides a cucumber-infused gin substitute. Berlin-based Dr. Jaglas specialises in non-alcoholic aperitifs, and Penninger produces a bitter 0.0% aperitif with bloodroot. Kombucha specialists like Combuchont Schraml from Bavaria and Bouche from Berlin are also crafting wine-like fermented drinks.
The rise in vegan and alcohol-free lifestyles is reshaping Germany’s food and drink scene. Restaurants expanding their plant-based and non-alcoholic offerings are positioning themselves for future success. With more consumers prioritising health in January, these changes are likely to become a long-term standard.
