Are ‘sober-friendly’ venues genuinely inclusive — or just cashing in on Dry January?

Dry January is no longer just a passing “new year, new me” trend. Each year, more people commit to a month without alcohol, whether for health reasons, financial motivation, or simply to reset their relationship with drinking.

But as the campaign continues to grow in popularity, it raises a question for many consumers: are bars genuinely embracing sober customers — or are non-alcoholic options just another way to cash in on the trend?

The campaign, launched in 2013 by Alcohol Change UK, encourages people to take a break from alcohol and rethink their drinking habits.

Since then, Dry January has become increasingly mainstream, with many reporting benefits ranging from improved sleep and mood to extra money in their pocket.

According to the charity, the average person in the UK spends around £50,000 on alcohol over their lifetime.

“Dry January is popular partly because it feels like a detox — an opportunity to reset after weeks of excess,” said Alcohol Change policy and research director Dr James Nicholls.

“Often, what people are really doing is reassessing their relationship with drink, and many report better sleep, improved mood, and noticeable financial benefits.”

January is also a time when many reflect on the effects of drinking too much in one sitting. The nausea, headaches, anxiety, and low mood that can follow a heavy session can feel debilitating, and over time may pose long-term health risks.

For many, the first month of the year feels like the ideal opportunity to step back and reassess.

But while more people are choosing to drink less, the social pressure to drink — especially in stylish, city-centre venues — has not disappeared.

To see whether sober-friendly spaces are genuinely inclusive or simply tapping into a seasonal marketing opportunity, I decided to put one to the test.

I visited Sabine Rooftop, perched above St Paul’s Cathedral in London. The rooftop venue is known for its polished aesthetic, stunning city views, and cocktail-led menu — the kind of setting that often comes with an unspoken expectation to drink.

Going in, I was curious whether ordering a non-alcoholic cocktail would feel like an afterthought, particularly given that cocktails in city bars can often range between £15 and £20. I wondered whether mocktails would be priced similarly and treated with the same level of care.

Those concerns quickly eased. The waiter I spoke to was enthusiastic and knowledgeable about the entire drinks menu, whether alcoholic or alcohol-free.

His recommendations felt genuine rather than scripted — almost as though he didn’t drink himself — which made the experience feel far less transactional.

Rather than dismissing non-alcoholic options as “just juice”, he talked me through flavour profiles and suggested drinks based on what I would usually order in an alcoholic drink.

At no point did I feel rushed, judged, or overlooked for choosing not to drink alcohol.

While the mocktails were priced only slightly lower than alcoholic cocktails, the attention given to the order — from explanation to presentation — made the cost feel justified rather than opportunistic.

Sabine’s atmosphere also played a role. Despite its sleek design and rooftop setting, the bar felt calm and unpretentious.

It wasn’t overcrowded, the music was low enough to hold a proper conversation, and the space felt equally suited to after-work drinks or a relaxed, alcohol-free evening. Importantly, it didn’t feel like sobriety was being marketed as a novelty.

Aesthetically pleasing bars often come with the assumption that alcohol is central to the experience, but Sabine felt different.

It struck a balance between indulgence and intention, where non-drinkers didn’t feel sidelined or out of place.

While some venues may still be guilty of using Dry January as a convenient marketing hook, my experience suggested that not all sober-friendly spaces are simply jumping on the bandwagon.

At least in this case, the effort felt genuine — and for anyone choosing to cut back this January, that inclusivity can make all the difference.