It might be obvious but I do have a problem with Dry January. No it’s not the alcohol per se, it is the unevenness of it, the sheer balance tilt of the activity, which seeks to erode the instinctive, impulsive and social aspect of human character.
To precis Madame Bollinger who only drunk Champagne on two occasions, when she is with people and when she is alone. I only have two problems with Dry January personal and business.
The personal issues are not that personal, but relate to most people that enjoy drinking various alcoholic tipples. Most people enjoy alcohol sensibly and reasonably, most of the time. To eliminate that suddenly and for a prolonged period creates two issues
- shock of giving up a long term part of diet
- shock of re-starting after giving up for long periods
We often hear from the medical community about dieting and how so called ‘fast’ diets may work for a limited period, but often those who take part revert to a heavier weight for longer. It is not therefore about the diet necessarily, but about the psychology, which sits alongside the diet. If the psychology of making long term determined change is not there then neither is the desired outcome.
We seek ‘work-life’ balance as we seek to manage the intensity of change in our lives. It is surely the same for food – we need a balance and that balance needs to be kept in reasonable boundaries for the vast majority of time.
To consume any food consistently but not to excess is far better for us than to see-saw with dramatic famine and feast behaviours.
Further, there is a historical perspective. We owe it to ourselves to examine the activity of alcohol consumption that humans have done at least indirectly for 10 million years or more and directly (as intentionally fermented foods) for 9,000 years (Choi 2014 Live Science)
The societal benefits of the exchange of ideas, thoughts and more instinctive imagination created by more relaxed conversation over glasses of wine, beer or whisky are a space that we don’t just want, but need so as not to become so wrapped in the minutiae of daily work or other responsibilities.
Alcohol consumption deserves more respect than dissing to the fringes of societal life by a small minority that seem intent, in the long term, on reducing alcohol consumption to the level of Class ‘A’ drugs. Derided, stigmatised and outlawed must never describe alcohol in a tolerant society.
There are some health benefits. A study released in February 2010 in the Journal of the Science of Food and Agriculture revealed that a couple of beers can provide a healthy daily level of silicon. Both red and white wines are reported to improve our health in moderation, as one of the many links to medical sites shows.
I am not denying the undoubted harm that alcohol has done and does to people along the way, and that consumption has sometimes been out of control. When consumed to excess over long periods of time it does cause a variety of cancers, which only now we see the full panoply of as old age extends for so many of us. It does cause short term upset when people loose their inhibitions and behave totally inappropriately. And it does give us hangovers. I am not suggesting that we shouldn’t as humans develop a certain resilience and resistance to all of these things. I am saying that more than anything we should fight to ensure that alcohol remains an important part of the human diet. It adds health, vitality and humanism beyond any other food product in our landscape.
Turning to business and secondary to the ‘person’, January has never been the booze trade’s best month and never is likely to become so, or even close. In fact let’s be honest it is the worst month, although February with less trading days is often as bad. The knock on effect to cashflow and the fragile hospitality trade is huge. Drinks bills play a huge part of a hotel, restaurant’s or bars takings.
When faced with Dry January there are a number of things that the hospitality community can do. Don’t focus on the negative, focus on the positive.
Let’s talk about it. It is the only way in which we can find solutions to business problems. Why are people doing it, what do they want, are there occasions on which they will break their curfew and many more besides.
Feature lower consumption – encourage drinking a little less. Having water readily available. Creating the environment in which people don’t feel intimidated by not drinking an alcoholic drink.
Tea and Coffee – having them visible and available. Consider a drip filter coffee and offering it as a ‘value’ bottomless cup alternative.
Focus on the quality of the food. What a great opportunity to display and to develop the community discussion about the quality of the food served.
Feature non alcoholic cocktails. A long standing acquaintence just released a book TeeTotal Tipples. A good investment to add to your in-house creativity.
Burns’ Night – 25th January – a great night to introduce whisky to those that might not usually enjoy, but also an excellent social evening to break up dull January.
Lower alcohol wines – there are many wines, which don’t have the 13%+ alcohol that seems to have become common in recent years. Many German wines often between 8 and 10% and have a wide variety of styles from dry to sweet, aromatic to neutral.
So let’s not
Choi, C. (2014). Origins of Human Alcolhol Consumption Revealed. URL: http://www.livescience.com/48958-human-origins-alcohol-consumption.html.
Alistair Morrell
Hospitality & Catering News, Wine & Drinks Editor