My Tip for Dry January

I wish all readers a happy, prosperous, and healthy New Year 2025!

Wine consumption in Germany and other European countries is declining year by year. Many people are consciously drinking less wine and choosing higher-quality options instead – a trend the wine industry calls “premiumisation.” As part of this shift, many people voluntarily abstain from alcohol in January to detoxify their bodies and support a healthier lifestyle. But where does this trend originate?

Dry January has its roots in the UK and emerged in the early 2010s. The campaign was first officially launched in 2013 by the British non-profit organisation Alcohol Change UK. Its goal was to motivate people to abstain from alcohol for the month of January, raising awareness of their alcohol consumption and promoting health benefits. The initiative was supported by targeted advertising campaigns, social media, and collaboration with the British health system (NHS). Around 4,000 people officially participated in its first year.

The campaign’s success has made “Dry January” internationally recognised, gaining popularity in other countries. Thanks to its rapid spread via social media, the movement has grown steadily. If you’re looking for tips to make the most of Dry January, you can find them here.

As winegrowers face declining wine demand and search for new marketing channels, I believe it’s important to highlight alternatives that both support winegrowers and align with our New Year’s resolutions.

A delicious alternative to wine is the pure organic Muskateller grape juice from Flein, which retains the typical fruity character of this grape variety. Wine lovers will also appreciate this option: the chilled Muskateller grape juice is served in wine glasses and offers a similarly fascinating olfactory and gustatory experience.

Unlike many wineries, where grape juice is often a by-product, Flein specialises in juice production. The Muskateller grapes come from the renowned Gross & Gross winery in southern Styria. The vineyards are located on steep terraces at an altitude of 350 to 400 metres above sea level in a south-facing basin in the wine village of Gorca, in neighbouring Slovenia (Štajerska Slovenija). A unique blend of Alpine and Mediterranean climatic influences gives the juice its exceptional flavour. The vineyards are organically farmed.

The vines grow in poor, calcareous marl soils, with deep roots. The vineyards are carefully tended throughout the year with a focus on freshness and acidity. All vineyard work, including harvesting, is done by hand. The grapes are harvested early – at around 60 degrees Oechsle (compared to the usual 90 degrees Oechsle for winemaking) – to maintain low sugar levels and vibrant acidity. Only the best portion of the juice is extracted through gentle pressing, using techniques similar to those for high-quality sparkling wines. The pressing yield is 55%, which reduces bitterness. The juice is then pasteurised using advanced technology to ensure its quality.

But what does Flein Muskateller taste like?

The juice was tested at 9 degrees Celsius in a Zalto white wine glass. The 2024 vintage of the Muskateller grape juice from Gross & Gross dazzles with its vibrant, energising freshness. A complex aromatic bouquet unfolds on the nose: mace, orange blossom, yellow pear, Amalfi lemon, Boskop apple, quince, star fruit, apricot, and lemon balm. These lively aromas are mirrored on the palate. The high acidity (9.5 g/l) perfectly balances the sugar content (127.5 g/l). The tasting experience culminates in a long, harmonious finish with a delightful interplay of flavours.

Muskateller is an excellent accompaniment to dishes such as asparagus, grilled scallops, and oysters. It also pairs wonderfully with quiche, cream cheese, wild garlic gratin, or sweet desserts. Priced at €12.50 per bottle, it is available from retailers such as Weinfurore in Munich.