‘No-jito’ popularity highlights Dry January shift at this Windsor, Ont. restaurant

Dry January is gaining popularity as many decide to take a break from alcohol for a month. CTV Windsor’s Sanjay Maru finds out why.

A non-alcoholic take on a mojito — known as a “No-jito” — has quietly become one of the more popular drinks at The Grand Cantina, as the Windsor, Ont. restaurant sees year-over-year growth in sales of alcohol-free options.

Rosemary Woods, co-owner of F&B Hospitality Group, which runs The Grand Cantina in the Walkerville neighbourhood, said Dry January has increasingly become a familiar reset for customers after the holidays.

“It’s kind of a ritual now,” Woods said.

“People are getting into the mode of saying, ‘Yep — it’s that time of year again. Let’s sober up for at least a month and see what happens.’ My husband and I do the same thing.”

Dry January is a voluntary public health initiative that encourages people to abstain from alcohol for the month of January.

While some participate as a personal challenge after the holidays, health experts said the movement is increasingly tied to awareness of alcohol’s health impacts, including its link to cancer, and a broader shift toward moderation.

Woods said interest in non-alcoholic options has been building well beyond January, prompting restaurants to expand their menus.

“We’ve added more non-alcoholic beers and cocktails — not just for Dry January,” she said.

“In general, more people are interested in non-alcoholic options throughout the year.”

This past summer, Woods said, the restaurant permanently added multiple non-alcoholic drink options to their menu in response to rising demand.

She added the trend spans age groups, noting that the restaurant’s “No-jito” has proven popular with middle-aged customers, as well as younger diners.

Health experts said that shift aligns with growing evidence about the risks associated with alcohol consumption.

According to the Canadian Cancer Society, alcohol is a significant contributor to cancer in Canada.

“Every year, we see about 7,000 cancer cases and more than 3,200 deaths that are caused by alcohol alone,” said Brandon Purcell, advocacy manager for prevention and early detection with the organization.

The Canadian Cancer Society emphasizes that its messaging is not about shaming or total abstinence.

“It’s about making sure people understand how risk increases with consumption, so they can decide what’s right for their own health,” Purcell said.

Alcohol is classified as a Group 1 carcinogen — the same category as tobacco and asbestos — by the International Agency for Research on Cancer.

The Canadian Cancer Society said drinking alcohol increases the risk of developing at least nine types of cancer, including breast, colorectal, esophageal, liver, mouth, throat, stomach, and pancreatic cancers.

Health experts said evidence shows regular alcohol consumption over time — even at low levels — increases the risk of developing alcohol-associated cancers, and that risk rises the more alcohol a person drinks.

Despite that, awareness remains limited. The Canadian Cancer Society said about 75 per cent of Canadians aged 15 and older report consuming alcohol, while more than 40 per cent are unaware that alcohol consumption increases cancer risk.

Purcell said that gap in awareness is one reason the organization is advocating for stronger policies, including mandatory health warning labels on alcoholic beverages sold in Canada, to help Canadians better understand the risks associated with drinking.

“We have an industry that’s very set on making sure that people don’t know about these links,” Purcell added.

For Windsor resident Igor Dzaic, Dry January is about discipline and perspective.

“This month, I’m doing Dry January,” Dzaic said.

“You don’t drink — you build discipline. You start the year strong.”

Culture also factored in Dzaic’s decision to participate in Dry January. As a Serbian Orthodox Christian, he grew up with alcohol being part of tradition — but not excess.

“We’re raised to respect alcohol,” he said.

“It’s for special occasions. I can walk by it every day and not touch it.”