Despite being labeled as spoiled, selfish, or narcissistic, the millennial generation excels in one area: leading a healthier lifestyle. Never before has the world seen as many avocado bars and superfood stores as it does now. Millennials exercise more, eat healthier, and drink less alcohol than previous generations, including their parents and grandparents. The days when bottles of alcohol would be pulled from office drawers during meetings are long gone. While some still roll their eyes when someone requests a non-alcoholic drink at a birthday party, this trend is only growing, and it’s one people will have to get used to. "You don’t drink? At all?" Such astonished reactions will become increasingly rare as the world is truly experiencing a 0.0% revolution, and the new generation has even been called the killers of the alcohol industry.
ERIKA BLAŽEVIČIŪTĖ-DOYLE made the decision not only to participate in Dry January but to give up alcohol completely more than seven years ago. She successfully transformed her lifestyle and founded a business promoting the non-alcoholic beverage industry—DRINK DRY. Living between Sussex, England, and Dubai, this Lithuanian entrepreneur is convinced that non-alcoholic drink options at home, and in every bar or restaurant, can be more varied and exciting. The rapid growth of her business in Dubai proves she is not alone in this belief: Drink Dry's turnover grew by 2,000% in the first months of operation. Erika’s client base includes not only numerous small and large restaurants, bars, hotels, and events in Dubai but also individual customers who frequently visit her online store, spending their weekends or celebrations with a glass of non-alcoholic beverages in hand.
FOR SOPHISTICATED ADULTS
“We were trying to start a family, but I couldn’t get pregnant. After thorough medical examinations, the doctors confirmed that everything was fine with both of us but recommended changing our lifestyle: exercising more, eating healthier, and giving up alcohol,” Erika recalls.
At the time, the non-alcoholic beverage industry was just starting to take off in England, with products like Seedlip gin, non-alcoholic beers, and wines. "Before that, non-drinkers had almost no options; they would end up drinking something like Beck’s Blue, which tasted awful. But these new, innovative drinks completely changed the game," says Erika. The variety in major supermarkets kept growing. The non-alcoholic industry in the UK picked up speed, and it became normal to ask for 0.0% wine or beer in bars or restaurants. "We even felt spoiled by the selection, and where we didn’t find it, we didn’t go back." Ironically, a couple of years ago, Erika moved to Dubai with her family for her husband’s business in alcoholic beverages—Patrick runs a company that sells alcohol. Her first impression of Dubai’s restaurant scene, in the city often dubbed "the city of the future," felt like a step back in time. Despite the country’s strict alcohol laws, the reality in cosmopolitan Dubai was different. “There were no options for a non-drinking adult beyond Coca-Cola, juice, or water. I complained for a month, got tired of talking about it, and slowly, the idea for Drink Dry was born.”
Initially, the family business was meant to focus on an online store and local suppliers. However, after meeting with some of Dubai’s largest beverage distributors, Erika realized how poor the selection actually was. “Everyone just laughed when I said I was looking for 0.0% wine or champagne. ‘Then just drink juice,’ they probably thought. Sure, juice is fine if you’re giving up alcohol for a week or a month. But it gets boring to drink it for every occasion.”
The lack of quality non-alcoholic drinks pushed Erika to establish a completely new company, and start looking for distributors herself. “What we can offer in Dubai differs from what’s available in the West because of specific rules and regulations,” she says, as she gradually learned the intricacies of doing business in Dubai. “The most important thing here is knowing the right people and having the right contacts.”
Today, Erika leads a team of over 10 people. What started as a small idea turned into a significant challenge and a thriving business, allowing non-alcoholic drinks from all over the world to reach Dubai. Most wines come from Spain, while the UK leads in non-alcoholic beers. Gin and similar spirits are sourced from the U.S., Australia, and Scotland. "We even have wines that were once alcoholic. Through the process of de-alcoholization, the alcohol is removed, but the wine’s taste remains the same." Ready-to-drink beverages are also becoming more popular. "Customers don’t always mix cocktails correctly, but these come ready, with gin and tonic or other mixers prepared in the right proportions. In the beverage industry, this is known as ‘the perfect serve’—the cocktail is presented just as the producer intended." Erika notices that men typically buy beer. "They order several cases, especially as the weekend or football matches approach." Women, on the other hand, opt for sparkling wine or gin. "What I love most about the non-alcoholic beverage business is that customers highly value niche products. They create their own drink or cocktail recipes in their kitchens, respect the creative process, and are interested in the story of the drink—where it comes from and how it’s made."
As with any growing industry, there are always opportunists—so-called "pirates"—trying to make quick money. In this case, juice is sometimes bottled in champagne bottles and sold as non-alcoholic sparkling wine. "The more genuine producers grow and strengthen, the fewer of these cases we’ll see. Consumers aren’t fools. If you manage to trick them once, it doesn’t mean they’ll stay loyal. Once they've tasted a quality product like prosecco made from Chardonnay grapes, with a flavor comparable to a good dry wine, you could never compare it to children's sparkling juice. It’s an elegant, sophisticated adult drink. You feel like you’re sipping prosecco—just without the buzz," says Erika.
A JUGGLING ACT
Giving up alcohol attracts the most attention during Dry January. “I could list so many benefits,” Erika says enthusiastically. "My overall well-being improved—better sleep, better skin. I’m just healthier. For several years now, I’ve been waking up at six in the morning without an alarm, ready to start the day. I feel more energetic, so I started exercising. And once I started exercising, I paid more attention to my diet. I believe it’s all interconnected, and giving up alcohol is often the first step toward all these good things."
Erika says she doesn’t miss the feeling of being tipsy, the crazy dancing after a few glasses, or the silly mistakes that come with drinking. Feeling in control is much better. She doesn’t even think about alcohol anymore—0.0% beverages have become a normal part of her routine, nothing strange or special. “There’s not a single negative aspect I can point to about giving up alcohol. At first, I might have felt left out, sipping water at parties while everyone asked why I wasn’t drinking. But now, I hear those questions less and less, and sometimes people don’t even realize I’m drinking something non-alcoholic. Just like attitudes toward smoking have changed, I believe the same will happen with alcohol. We won’t give it up completely, but I’m confident we’ll consume much less.”
Today, Erika, a mother of three daughters, laughs that balancing family and business is like a juggling act. "Sometimes I’m flying between dinner, diapers, and business meetings."
“Do we women really manage everything?” Erika sighs at the end of the conversation. “If someone saw the pile of laundry in my house right now, they’d probably be shocked. I just try to do as much as I can, as well as I can. My business is personal—it came from my own experiences, so I never feel exhausted. I think it’s really important to find something you enjoy because even the exhaustion feels different—more fulfilling. And the more tasks you have, the more you start valuing your time. But don’t stress too much—if you don’t finish everything today, there’s always tomorrow.”
Lithuanian Business Link. This project is partially funded by the Lithuanian Media Support Fund.
