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Dry January causes crowds at alcohol-free liquor store

Although many consumers are tightening their belts after the holidays, turnover at the Amsterdam branch of Nix & Nix actually increased in January. This is what Wim Boekema (43), co-founder of the non-alcoholic liquor store on Eerste Boomdwarsstraat, tells us. 'Dry January really plays a role in that.'

Dry January started ten years ago in England. The idea behind the initiative is that people do not drink alcohol for a month. This is to create a moment of reflection on one's own alcohol consumption. It is logical, according to Boekema, that participants of this month end up at Nix & Nix. 'More conscious living does not immediately mean that you only drink water.'

Boekema says that, especially in Amsterdam, more and more customers are coming to try non-alcoholic wine, beer and cocktails this month. With this, Nix & Nix escapes the traditionally quiet period that many other retailers experience in January.

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