Once considered a niche personal challenge or a temporary health kick, Dry July has evolved into a cultural movement.
Launched in 2008, the campaign encourages Australians to give up alcohol for a month to raise funds for people affected by cancer.
But as interest in alcohol-free living and the ‘sober-curious’ lifestyle gains momentum, Dry July is becoming more than a charity event.
Now, bars across Australia are starting to take notice, and for savvy venues, Dry July offers a chance to tap into changing customer preferences and expand their offering.
Ben Neumann is the owner of mobile bar service Liquid Infusion and St Kilda rooftop bar, Ellora. He says hospitality venues have everything to gain by embracing Dry July.
“If you can’t beat them, join them,” he says. “The Dry July movement is building year on year, and it pays to get involved.”
Creating a serious alcohol-free menu
In 2025, Ellora’s approach has stretched beyond simply taking the booze out of drinks.
The team introduced a line-up of sophisticated alcohol-free options — including premium wines, beers, and their two most popular mocktails, the No-Jito and the Ellora Passion.
“We’ve made sure these drinks are delicious and sophisticated — the kind of thing you can’t just whip up at home,” Neumann says. “Bars are about connection, about being part of something. You can create that vibe without needing alcohol.”
And this venue is proving it with one of their most exciting Dry July initiatives: an all-ages, alcohol-free DJ night on July 27, where parents and kids can dance together in a venue usually reserved for the over-18 crowd.
“It’s something fun, inclusive and unexpected. People want connection and atmosphere. They want to feel part of something,” Neumann says. “And not drinking doesn’t mean missing out.”
The ripple effect from one guest to the whole table
The response so far has been overwhelmingly positive. Even if just one person in a group is participating in Dry July, Neumann says it often sways the whole table’s order, which has helped Ellora double its non-alcoholic revenue this month.
He’s also seen a shift in how guests talk about alcohol-free options.
“People are expecting quality. There’s a lot of creativity in the industry now, and a lot of competition. You’ve got to run with the trends to stay ahead,” he says.
Staff training and planning are key to success
To make it work, staff training has been key. Ellora’s team were coached to offer alcohol-free suggestions confidently, and upsell creatively without making non-drinking guests feel like an afterthought. That means steering people away from standard soft drinks and toward more elevated, interesting options.
“Hospitality has sometimes had a drinking culture embedded in it, among both staff and guests,” Neumann says. “This is a good chance to show we can still do all the fun, connection, and energy, without the hangover.”
For other venue owners, his advice is simple: start planning early for next year’s Dry July — ideally by March — and build it into your calendar.
“You’re not going to scare away regulars by adding more options. You’ll attract new people, and give everyone more reasons to come back.”
With events already being considered as ongoing monthly features, Ellora’s success this Dry July suggests booze-free fun is more than just a passing trend. It’s a business opportunity with real staying power.
