Ask for Angela Luxembourg, the upcoming safety initiative for people who feel harassed on nights out or in other venues, has confirmed its support for the government's recently announced Dry January initiative.

The endorsement follows reservations raised by Horesca after Luxembourg's Ministry of Health and Social Security announced that the Grand Duchy would take part in Dry January for the first time.

On Monday 22 December 2025, Ask for Angela issued a statement endorsing the initiative. It said it understands initial resistance to Dry January, noting that hesitation towards new initiatives or change is "part of human nature". However, it stressed that Dry January is far from being a barrier for Horesca venues (bars, cafes, pubs, nightclubs and restaurants) and instead offers a launchpad to attract a new, broader client base.

Ask for Angela cited various studies in Luxembourg and abroad showing the negative influence of alcohol on people's behaviour, alongside a broader societal shift towards reduced or zero alcohol consumption.

Addressing the role of alcohol in harassment and violence, Ask for Angela noted that 39% of victims of rape or attempted rape in England and Wales believed the offender had been drinking. Almost one in 20 people in England reported experiencing aggressive harm due to someone else's drinking (Drinkaware figures). Similarly, nearly one-third of solved violent crimes in Germany were committed under the influence of alcohol (Movendi).

While Ask for Angela said it could not find comparable statistics for Luxembourg, it said it is known that alcohol increases the likelihood and degree of aggressive behaviour. It argued that if reduced alcohol consumption leads to fewer incidents of sexual and non-sexual harassment or violence, the impact on society can only be positive.

On drink-driving, Ask for Angela noted that 32% of Luxembourg drivers admitted to driving after consuming too much alcohol (ACL), compared to 7% of drivers in the UK (RAC), highlighting a significant difference.

Ask for Angela, which was founded in the UK by Hayley Crawford, said successive British governments have long campaigned against drink-driving, with gory advertisements and other public awareness campaigns helping to create stigma around the behaviour. Ask for Angela added that it believes initiatives such as Dry January can similarly help reduce stigma around not drinking alcohol and positively change attitudes towards drink-driving in Luxembourg.

Moreover, Ask for Angela recalled that January is often a time when people set health-related New Year's resolutions. It said this makes January an ideal time for venues to participate in and promote a "dry" month to help attract customers wishing to reduce their alcohol consumption without changing their socialising habits. Rather than avoid venues altogether, customers who are offered viable alcohol-free alternatives are more likely to continue socialising (and spending money) in familiar settings.

Ask for Angela also highlighted Luxembourg's large cross-border workforce, which significantly increases the number of people in the country during working hours. Many of these workers spend money in Luxembourg on food, alcohol and cigarettes, contributing to higher per capita consumption figures (including alcohol consumption statistics). The organisation thus questioned whether national statistics fully reflect residents' drinking habits, also asking whether there may be more sober people in Luxembourg than figures suggest.

People choose not to drink alcohol for many reasons, Ask for Angela added, including: former dependencies; worsening hangovers with age; the desire to remain in control; health or religious reasons. It also noted that younger adults tend to drink less alcohol and less frequently than older generations, according to Eurostat.

Dry January thus presents an opportunity for venues to broaden their customer base at a time when global alcohol consumption is on the decline - and not just in January. Ask for Angela Luxembourg outlined several ways venues could seize this opportunity, including:

  • offering more alcohol-free drinks to attract new clients - an as-yet untapped market for bars, cafes and clubs;
  • offering healthier alcohol-free drinks, such as flavoured waters, fresh fruit juices, fruit teas and sugar-free or caffeine-free soft drinks (to help attract people on a "health kick" in January);
  • providing alcohol-free alternatives that replicate familiar drinking experiences and tastes, such as alcohol-free gin and tonic, wine or cocktails;
  • supporting Luxembourg-based breweries and wineries, many of which now produce alcohol-free beers, wines and spirits;
  • actively promoting Dry January, for example showcasing alcohol-free options on "Dry January" printed menus placed on tables or posters on the walls. 

Ask for Angela warned that strong opposition to Dry January could risk sending a message that people who do not drink alcohol are not welcome in certain venues, regardless of the time of year.

It also noted that non-drinkers are often decision-makers when planning evenings out. They tend to suggest and choose venues that cater to their needs - those with a suitable alcohol-free drinks list. Making venues less attractive for non-drinkers means potentially missing out on a larger group of people, including those who do drink alcohol.

Ask for Angela Luxembourg concluded that venues endorsing Dry January and offering appropriate alcohol-free alternatives are well placed to thrive. It described January as a launchpad opportunity to better understand sober customers' habits and preferences, helping Horesca operators to roll out a more long-term alcohol-free drinks menu alongside their existing menus over the longer term.

Early adopters that proactively promote their alcohol-free options online and through physical menus and posters can help spread the word that their venue is welcoming to people who do not drink (much) alcohol.

Hayley Crawford, who founded Ask for Angela in 2016 and is currently setting up a formal UK charity, commented: "Dry January has been active in the UK for over a decade. People often raise money for charities through sponsorship and by paying penalties each time they drink something alcoholic."

"January is often a time people have New Year's resolutions to be healthier and part of that might be to reduce alcohol intake, so venues could benefit by investing in alcohol-free options," she continued. "Many bars and pubs in the UK now offer a great selection of alcohol-free alternatives. This helps to retain the British pub culture, whilst reducing violence and harassment. I'm delighted that Ask for Angela continues to be rolled out to more countries, to promote safety and show a no-tolerance approach to harassment and violence."

Terri Allington, who is setting up Ask for Angela in Luxembourg, clarified: "Ask for Angela is not against alcohol, but against harassment, violence and unwanted attention, the main victims of which are women on nights out. That said, reducing alcohol intake has countless benefits for the public and for the Horesca sector if it seizes the opportunities that Dry January presents."

She added: "More sober people also means more alert people, who can spot and flag unwanted behaviours. However, Dry January will not cure sexual and non-sexual harassment and violence, and Ask for Angela will work with participating venues to reduce the risks to people on a night out."