Yesterday marked the start of Dry January, an annual challenge that encourages participants to abstain from alcohol for the month. First launched in 2013 by a UK charity, the event aims to inspire healthier relationships with alcohol and has since gained traction worldwide.
In the United States, Dry January comes as drinking habits are already evolving. Per capita alcohol consumption has dropped to its lowest levels since 2002, according to ISWR, with younger generations leading the decline. Pew Research reports that the share of 18- to 34-year-olds who drink has fallen by 10 percentage points over the last two decades.
Participation in Dry January is at an all-time high. In early 2024, web searches for the term doubled compared to the previous year, reflecting the event’s growing popularity. Online resources offer a wealth of tips and strategies for sticking to the 31-day alcohol-free goal, from mocktail recipes to habit-tracking apps.
While the challenge promotes health benefits, it also disrupts alcohol sales. Observed sales at major US liquor chains fell 52% in the first week of January 2024, Bloomberg reports. Bars and restaurants are adapting by introducing creative non-alcoholic options to keep patrons engaged.
Dry January’s rise underscores a broader cultural shift. For many, the month-long commitment offers not only a reset after the holidays but also a chance to reexamine drinking habits in a society increasingly open to sobriety.
Source: ISWR, Bloomberg