Comment on Dry January is here. The CEOs of Heineken USA and Athletic Brewing explain why many Americans are choosing moderation.

Dry January is here. The CEOs of Heineken USA and Athletic Brewing explain why many Americans are choosing moderation.

Heineken's US CEO Maggie Timoney and Athletic Brewing CEO Bill Shufelt say that Americans are increasingly looking for moderation.Heineken/Athletic BrewingThis year, Dry January coincided with the US Surgeon General's call for cancer warnings on alcohol.The CEOs of Heineken USA and Athletic Brewing told BI that drinking trends are moving toward moderation.While the space is becoming more popular, widespread availability can pose friction in adoption.Dry January participants were given extra incentive to stay sober this month as the US Surgeon General said alcohol is a leading cause of preventable cancer and called for a warning label on alcoholic products.US Surgeon General Vivek Murthy's advisory, announced on January 3, comes as a number of non-alcoholic drinking brands and sobriety-related trends, like sober curiosity or intermittent sobriety, have gained traction in the US.However, CEOs of companies selling non-alcoholic beverages say the evolving attitudes toward drinking don't mean alcohol is on its way out."It's not that there is, like, a big prohibitionist movement or a sober movement, necessarily," Bill Shufelt, the CEO of non-alcoholic beer brand Athletic Brewing said in an interview with Business Insider.Athletic Brewing CEO Bill Shufelt said consumers can work non-alcoholic beer into their lifestyles without making an all-or-nothing change.Spencer Platt/Getty ImagesToday, there are more options on store shelves to moderate alcohol intake while providing a similar taste experience.

 

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