Dry January might be good for the health of Minnesotans who overindulge over the holidays or for those who have resolved to voluntarily experiment with sobriety for a month.
But how does the choice of a less alcohol-infused social life impact the bottom line for Minnesota’s many bars, restaurants, taprooms, wineries and distillery tasting rooms?
The growing post-holiday tradition of taking a break for a Dry January is actually being embraced by one St. Paul establishment with alcohol on the menu.
“We absolutely have noticed a change,” said Jill Pavlak, founder and co-head honcho of Urban Growler Brewing Company, the first woman-owned microbrewery in Minnesota. “We don’t just do Dry January. Now mocktails are about 10% of our sales, so we do mocktails all year round.”
Now entering its tenth year in business, Urban Growler has developed a beverage menu for their customers seeking non-alcoholic options, from non-alcoholic beer to kombucha to their signature Not-A-Colada mocktail, made with coconut sparkling water, pineapple juice and fresh lime.
Pavlak has found that many customers appreciate the options.
“We pay attention to what is going on in our community and in our own lives,” she said. “People high five us, some people hug us.”
This year, Urban Growler is offering a hot cocoa bar for those participating in Dry January and patrons who prefer non-alcoholic options; it includes extras like chocolate chips, crushed cookies and caramel syrup in addition to marshmallows.
The microbrewery is also finding that its outdoor fire rings are particularly popular gathering spots for patrons during this milder winter.
Between the typically colder weather and the December bills arriving, the post-holiday season is typically the most sluggish time of the year for the hospitality industry, as fewer customers are out-and-about.
Pavlak encourages people to make a point of visiting their favorite restaurants and watering holes.
“It was the community that kept us afloat during the years of COVID. We really appreciate the local support, but we say, don’t spread the love too thin. Pick your favorites in your neighborhood and help them get through these tough months,” she said. “You don’t need to drop hundreds of dollars; we want to see your faces and see you connecting.”
Urban Growler Brewing Company is located at 2325 Endicott Street in St Paul in the city’s Creative Enterprise Zone, anchored by the Raymond Ave. stop on the Green Line.