Season 3 kicks off with a timely and culture-shifting question: Is Dry January actually good for business, or is it a self-inflicted economic slowdown?

Every January, millions of people across the U.S. and the world voluntarily press pause on alcohol. What started as a small UK health initiative has become a global behavioral shift, with nearly 1 in 5 adults now participating and overall alcohol consumption at its lowest level in nearly 90 years.

But this is not just a personal wellness trend. It’s a market disruption.

In this episode, our panel explores how Dry January impacts bars, restaurants, beverage brands, corporate culture, and consumer behavior. We break down whether this movement is just a temporary reset that snaps back in February or a signal of a much deeper shift toward mindful consumption, wellness, and long-term habit change.

From inventory planning and staffing challenges to the rise of non-alcoholic beverages, sober-curious culture, and experience-driven hospitality, the conversation reframes Dry January as not just a month, but a strategic testing ground for the future of food, beverage, and social culture.

Key Topics & Takeaways

• Why alcohol consumption is at a 90-year low and what that signals
• Is Dry January a meaningful reset or just behavioral whiplash?
• The business impact of 20% of customers disappearing for a month
• How Gen Z and wellness culture are reshaping social drinking norms
• Why “mindful consumption” is becoming mainstream
• The rise of non-alcoholic, zero-proof, and better-for-you beverages
• How bars and restaurants should rethink menus, experiences, and inventory
• Using January as an R&D lab instead of a dead month
• Corporate culture, team bonding, and moving beyond “happy hour culture”
• The danger of over-indexing on one month instead of building evergreen options

Strategic Business Ideas Explored

• Treating Dry January as a season, not a stunt
• Designing non-alcoholic experiences that feel premium, not like an afterthought
• Using January to test new menus, pairings, formats, and partnerships
• Diversifying revenue beyond alcohol without alienating core customers
• Reframing internal culture toward wellness, inclusion, and balance
• Building experiences around activities, not just drinking
• Avoiding the January 1st / January 30th consumer behavior whiplash

Who This Episode Is For

• Consumer brand marketers and strategists
• Operators dealing with seasonality and demand swings
• HR and culture leaders rethinking workplace social norms
• Food & beverage brand leaders
• Bar, restaurant, and hospitality owners
• Anyone interested in how wellness trends reshape entire industries

The Big Question This Episode Answers

Is Dry January something businesses should fight, ignore, or design for?

Final Take

Dry January is not the problem.

Ignoring the long-term shift in consumer behavior is.

Subscribe for more deep dives where we fix big business problems with fresh perspectives.

• Website – www.wefixeditpod.com

• Follow us on:

Instagram – https://www.instagram.com/wefixeditpod

LinkedIn – https://www.linkedin.com/company/wefixeditpod

YouTube – https://www.youtube.com/@WeFixedItPod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!

Keep listening to find out how we fix companies and put them back better than we found them.

Disclaimer

A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this special episode of We Fixed It, You’re Welcome, the team welcomes back financial expert Lukas Sundahl to put real numbers behind our hypothetical business fixes.

What’s the actual value of “fixing” a struggling company?

Lukas analyzes three big names—Southwest Airlines, Party City, and Jaguar—and shows how our proposed strategies could have meant millions in revenue, survival, and long-term brand strength.

Expect insights on:

Why Southwest’s baggage fees could still work without killing loyalty?

How Party City could have survived with community-driven retail?

What Jaguar missed in its EV pivot and how to reclaim brand trust?

This episode blends strategy + financial modeling, proving that fixing companies isn’t just theory—it’s measurable impact.

Listen, learn, and maybe rethink how YOU approach business pivots.

We dive deep into the real numbers behind our “fixes.” With returning guest Lukas Sundahl (CFO, financial strategist, LinkedIn thought leader), we analyze three case studies:

• Southwest Airlines: Would baggage fees really alienate customers? Or could they generate $350M–$450M while keeping loyalty intact?
• Party City: How localized inventory and community tie-ins might have saved them from bankruptcy—potentially adding $43M–$130M in value.
• Jaguar: The pitfalls of abandoning brand heritage in the EV race—and how aligning EVs with Jaguar’s legacy could mean $35M–$179M in gains.

Chapters

0:00 – Welcome to We Fixed It, You’re Welcome

1:20 – Meet our guest: Lukas Sundahl

2:40 – How we quantify “fixes”

4:20 – Case Study 1: Southwest Airlines

8:00 – Case Study 2: Party City

14:40 – Case Study 3: Jaguar

18:20 – The power of the pivot

23:00 – Why grounding fixes in real companies works

25:45 – Closing thoughts & where to find Lukas

Key Themes:

The financial impact of strategic pivots

Brand loyalty vs revenue growth

The “power of the pivot” in corporate turnarounds

Why storytelling + numbers matter in fixing companies

Key Pull Quote

“The numbers—whether worst or best case—prove the power of the pivot. Even small strategic shifts could have meant hundreds of millions in value.” – Lukas Sundahl

Subscribe for more deep dives where we fix big business problems with fresh perspectives.

Links:

• Website - www.wefixeditpod.com

• Follow us on:

Instagram: @wefixeditpod

LinkedIn: https://www.linkedin.com/company/wefixeditpod

YouTube: @wefixeditpod

If you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends! Keep listening to find out how we fix companies and put them back better than we found them.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Jaguar’s EV rebrand was meant to redefine the luxury car brand — but instead, it sparked massive backlash, confused loyal customers, and even led to their CEO stepping down. In this episode, we break down exactly what went wrong with Jaguar’s electric vehicle strategy, why their marketing campaign failed, and how they can fix their brand without losing their iconic heritage.

Discover the key lessons every business can learn from Jaguar’s rebranding mistake, the reality of competing in the EV market, and the blueprint to reconnect with loyal buyers while attracting a new generation.

📌 Topics Covered:

Jaguar EV rebrand failure explained

Why the marketing campaign missed the mark

The danger of abandoning brand heritage

How to merge tradition with EV innovation

Strategies to win back luxury car buyers

If you’re interested in brand strategy, luxury cars, electric vehicles, or marketing case studies, this breakdown is a must-watch.

https://wefixeditpod.com/

A quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking. Have an engaging conversation and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.