How to Promote Dry January and Year-Round Alcohol-Free Packages at Your B&B

Start Here: Turn Dry January pain points into bookings

Guests tell you they want verified, comfortable stays with clear pricing and sober options — and you struggle to productize that. That’s the gap an alcohol-free package plugs. In 2026 the sober-curious traveler is no niche: Dry January momentum and year-round alcohol-free demand are driving bookings for properties that deliver thoughtful, well-marketed alternatives to booze-focused hospitality.

Why this matters in 2026

Late 2025 and early 2026 saw two notable signals: industry coverage highlighting Dry January as a year-round opportunity and craft syrup brands scaling to meet non-alcoholic cocktail demand. Retail Gazette’s January 2026 piece reframed Dry January as a sustained trend, not a one-month fad — and brands like Liber & Co. have made premium non-alcoholic syrups widely available to hospitality businesses.

At the same time more convenience retail (think more local stores and supply options) means you can source specialty non-alc ingredients locally or at short notice. That combination is a green light to build repeatable alcohol-free packages that boost midweek occupancy, attract wellness guests, and increase ancillary spend.

Designing an alcohol-free package that converts

The core of a strong alcohol-free package is clarity and experience. Guests must immediately understand what they’ll get, why it’s special, and how the stay fits their needs (wellness, family, sober-curious, or simply curious about mocktails).

Package structure — simple, tiered, and sellable

• Base package (Dry January Weekend): Overnight stay, signature mocktail on arrival, continental breakfast with non-alc hot drinks.
• Upgraded package (Wellness Weekend): Overnight stay, two mocktail tastings using craft syrups, guided relaxation session (yoga or breathing), late check-out.
• Premium package (Mocktail Masterclass): All above + hands-on mocktail class with recipe card, a small bottle of craft syrup to take home, and local sober-friendly guidebook.

Pricing and add-on strategy

Price packages to show clear value versus standard room rates. Use simple math: calculate the incremental cost (mocktail ingredients, staff time, printed menus) then set a margin that complements your ADR (average daily rate).

• Example: If craft syrup and garnishes cost £3–£6 per guest for a welcome mocktail, price the welcome mocktail at £12–£18 as a perceived premium.
• Offer add-ons: mocktail flight (£8–£15), private class (£35–£60 per person), packaged craft syrup bottle for sale (£10–£20).
• Use limited-time promotions during January to capture Dry January search traffic — then convert that interest into year-round wellness bookings by offering a loyalty or repeat-stay discount.

Experience elements: mocktails, craft syrups, and relaxing activities

Your package is only as good as the experience. Four practical pillars to build around:

• High-quality mocktails — balanced flavors, beautiful presentation, and clear allergen labeling.
• Craft syrups — source premium syrups for consistency and flavour complexity. Brands like Liber & Co. (2026) show scalability and hospitality-grade options are widely available.
• Relaxation programming — short, guided activities that fit the length of stay: breathwork, evening sound-bath, forest bathing, or a mindful breakfast walk.
• Local sober-friendly suggestions — list cafés, nature walks, sober meet-ups, and day trips that don’t center alcohol; consider adding a printable or digital day trips guide for your area.

Mocktail menu — sample recipes that scale

Design 3–5 signature mocktails that use the same base(s) so ordering and prep are simple. Emphasize craft syrup as the hero ingredient.

• Ginger & Citrus Spritz: craft ginger syrup, fresh lemon, soda, orange twist. Easy to batch, bright and refreshing.
• Berry Sage Cooler: berry syrup, soda water, lemon, fresh sage leaf — great for guests who want complex herbal notes.
• Smoked Tea Sour: lapsang syrup (or smoked tea concentrate), lemon, aquafaba for foam (or egg white alternative), dash of bitters (non-alcoholic where needed).
• Warm Spiced Toddy (seasonal): spiced syrup, hot water, lemon, cinnamon stick — excellent for cooler months and wellness framing.

Supply tip: Buy craft syrups in bulk where possible or work with local suppliers. The DIY roots of businesses like Liber & Co. make specialty syrups accessible to smaller hospitality operators without sacrificing quality.

Operations: training, sourcing, and inventory

Implementing alcohol-free packages requires operational clarity. Train staff in mocktail prep, allergy awareness, and upsell techniques.

Staff training checklist

• Standardized recipes with measured pours.
• Garnish prep and presentation standards.
• Allergen and ingredient knowledge (e.g., nut extracts, aquafaba).
• Soft-sell scripts to convert guests into add-on experiences (e.g., “Would you like to upgrade to our mocktail flight?”).

Sourcing & inventory

Secure at least two suppliers: a primary local wholesaler and a backup (online craft syrup brands or larger retailers). Asda Express expansion in 2026 has improved local access to specialty non-alc items in many regions — useful for topping up staples quickly.

• Track consumption rates weekly for first two months, then monthly.
• Label and store syrups per food-safety guidelines — refrigeration where needed.
• Package syrups as merchandise — small retail bottles make a profitable takeaway; consider adding a compact point-of-sale for on-site pickup.

Marketing & distribution: reach sober-curious travellers

Promotion is where your seasonal promotion becomes a sustainable revenue stream. Use targeted channels, local partnerships, and clear messaging to convert intent into bookings.

Messaging and listing copy

Lead with clarity. Guests searching “Dry January” or “alcohol-free package” need immediate confirmation your B&B offers what they want.

• Headline: “Dry January & Alcohol-Free Package — Mocktail Welcome & Wellness Weekend”.
• Bullets: what’s included (mocktails, breakfast, relaxation activity), duration, price, cancellation policy.
• Trust elements: real guest photos, verified reviews that mention the mocktail experience, and allergy/ingredient transparency.

Channels that work in 2026

• Google Business Profile & OTA descriptors — add special attributes like “sober-friendly” and include mocktail highlights in property descriptions.
• Email marketing — target previous guests with a January special; segment by wellness-interested or family travellers for relevance.
• Local partnerships — team up with wellness studios, sober-friendly cafés, and local tour operators to cross-promote.
• Sober travel communities — list your package on niche directories and social groups focused on sober travel and wellness retreats; see the Slow Travel & Boutique Stays playbook for positioning small properties.
• Social & influencer collaborations — invite sober-travel influencers for a discounted stay in exchange for stories and verified reviews.

Content marketing ideas

• Blog post: “What to Expect at Our Dry January Weekend” with mocktail recipes and a photo gallery.
• Short videos: 30–60 second mocktail prep clips for Instagram Reels/TikTok.
• Downloadable guide: “Sober-Friendly Day Trips” PDF for the local area — gated to capture email addresses; inspiration: local hike guides.

Local lift: sober-friendly suggestions & partnerships

Guests choose B&Bs for local authenticity. Build a sober-friendly ecosystem and you’ll appear in searches for experiences, not just rooms.

• Create a printed or digital “sober local guide” with cafés, parks, museums, and non-alcoholic tasting events.
• Partner with a local coffee roaster or juice bar for exclusive morning menu items.
• Co-host a monthly sober social or mocktail evening — use it as both a promotion and an on-site revenue stream.

Accessibility, family, and pet considerations

Make sure your alcohol-free packages highlight suitability for families, travellers in recovery, and pet owners where relevant. That increases search relevance and trust.

• Clear tagging on listings — “family-friendly,” “pet-friendly,” “accessible rooms.”
• Offer non-judgmental language and privacy options for guests in recovery.
• Provide low/no-sugar mocktail alternatives for guests with dietary needs.

Measurement: KPIs that show impact

Track the right metrics to understand ROI and tune your offer.

• Conversion rate on package pages vs. room-only pages.
• Average revenue per booking (does the package increase ADR?).
• Ancillary spend from syrup sales, classes, and upgraded experiences.
• Guest satisfaction through targeted surveys that ask specifically about the mocktail experience and wellness elements.
• Repeat bookings and guest referrals coming from sober travel channels.

Real-world example (illustrative)

Seaside Orchard B&B (fictional example) launched a Dry January Weekend in January 2026. They used a local craft syrup brand, trained two staff on mocktail prep, and priced the weekend at a £35 premium per room. Results in the first month: higher midweek occupancy, positive social shares, and a 12% increase in ancillary revenue from mocktail flights and syrup sales. This is realistic for small properties that execute cleanly: the investment is low and margins on retailed syrups and classes are high.

“Guests repeatedly told us they chose us because we offered something different: a relaxing, alcohol-free experience that still felt celebratory.” — Seaside Orchard B&B owner (illustrative)

Common pitfalls and how to avoid them

• Overcomplicating the menu: Keep 3–5 mocktails and standardize prep.
• Poor photography: Invest in a short shoot of mocktails being served; high-quality images increase conversions.
• Vague messaging: Use precise package names and list inclusions; avoid “subject to availability” for core elements.
• Not tracking results: Measure bookings and feedback; adjust pricing and offers within the first two months.

Advanced strategies for 2026 and beyond

As sober travel grows, consider these advanced plays:

• Subscription stays: offer a quarterly or yearly pass for recurring wellness weekends.
• Micro-retreats: half-day sober retreats combining mocktail tastings with local experiences.
• White-label craft syrup: partner with artisanal syrup makers to create a signature flavor unique to your B&B for retail.
• Data partnerships: team up with regional tourism boards to list sober-friendly experiences and capture seasonal tourism campaigns.

Checklist to launch your first alcohol-free package

1. Define the package inclusions and pricing.
2. Secure craft syrup supplier(s) and core non-alc ingredients.
3. Train staff on recipes, presentation, and upsell language.
4. Create photography assets and package page copy optimized for Dry January searches.
5. Set up a simple performance dashboard (bookings, ADR, ancillary revenue).
6. Promote via email, Google Business Profile, social, and local partnerships.
7. Collect guest feedback and iterate after the first 30–60 days.

Final takeaways

Dry January is no longer a one-month event: in 2026 it’s a business opportunity. With premium craft syrups available, increased local retail access, and growing sober travel communities, B&Bs can build alcohol-free packages that attract new guests, lift midweek occupancy, and create profitable ancillary sales.

Keep the offer clear, the experience elevated, and the operations tight. Focus on real value — beautiful mocktails, thoughtful relaxation programming, and local sober-friendly resources — and you’ll convert curious browsers into loyal guests.

Ready to get started?

Use the checklist above to draft your first package this week. If you want a plug-and-play mocktail menu, printable guest guide, or sample booking page copy tailored to your property, click through to download our free Alcohol-Free Package Toolkit and start converting Dry January searches into bookings all year round.

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