Millions of Americans are once again ringing in the new year with club soda instead of cocktails, as the “Dry January” movement grows from a niche wellness challenge into a mainstream fixture of the cultural calendar. The monthlong pledge to give up alcohol, which began as a small U.K. campaign in 2013, is now drawing participation from roughly a third of U.S. drinkers in some recent consumer surveys, reflecting a broader reassessment of drinking habits after the holidays and beyond.
A movement goes mainstream
What started as a personal experiment by a British runner in 2011 was formalized two years later when the charity Alcohol Change UK launched “Dry January” as an organized campaign, complete with sign-ups, support emails, and an app. Since then, the idea has spread globally, with millions now using the first month of the year as a trial run at sobriety or moderation rather than a sweeping, permanent lifestyle change.
Public-health researchers say the appeal lies in its low stakes: it is easier for people to commit to 31 days off alcohol than to a vague promise to “drink less” indefinitely. The short, clearly defined timeframe has helped turn the challenge into a widely shared social ritual, with friends, coworkers, and entire workplaces participating together.
Health benefits drive sign-ups
Doctors and addiction researchers note that even one month without alcohol can deliver tangible benefits, especially for people who typically drink several times a week. Studies and clinical observations link Dry January to better sleep, improved mood, lower blood pressure, brighter skin, and fewer issues like heartburn and alcohol-related inflammation.
A recent review of 16 studies covering more than 150,000 participants found that a month off alcohol was associated with improved sleep and mental health, healthier liver markers, and in some cases enduring reductions in drinking for months afterward. Cardiologists and cancer specialists also emphasize that alcohol is a major preventable risk factor for heart disease and several cancers, making even short “breaks” potentially meaningful for long-term health.
Shifting drinking culture and the rise of “zebra striping”
Dry January is unfolding against a backdrop of steadily declining alcohol use in the United States, particularly among younger adults. A Gallup poll in 2025 found that only 54 percent of American adults reported drinking alcohol, the lowest share in decades of tracking. While heavy drinking remains a concern, survey data suggest more people are experimenting with moderation, sobriety, or selective abstinence.
That shift has helped fuel a booming market for nonalcoholic beers, wines, and spirits, as well as elaborate zero-proof cocktails on bar menus. Market analysts say January reliably boosts sales of no- and low-alcohol products, even though about 9 in 10 buyers of nonalcoholic drinks also purchase regular beer, wine, or spirits—a pattern some in the industry call “zebra striping,” alternating alcoholic and nonalcoholic options on a night out.
New twist: “High January” and cannabis crossover
The growth of Dry January has also opened an unexpected door for another industry: cannabis. Edibles and THC-infused beverage companies are now marketing their products as tools to “make Dry January easy,” implying that switching from alcohol to cannabis still counts as a successful month.
Some researchers warn that this logic risks undermining the health goals of the challenge, since cannabis carries its own potential for dependence and negative effects on mood, cognition, and daily functioning. Early sales data suggest cannabis purchases do tick up in January, and surveys show a portion of Dry January participants report using cannabis instead of alcohol at least some of the time.
For many, an experiment—not a verdict
For all the trends and numbers, many participants describe Dry January less as a moral stance and more as an experiment in observing their relationship with alcohol. Clinicians say framing the month as curiosity rather than punishment makes it easier to try, and easier to repeat later in the year.
Some will return to drinking in February, but often with new rules, saving alcohol for weekends, avoiding weeknight drinks, or choosing lower-alcohol options. Others use the challenge as a stepping stone toward longer-term sobriety, encouraged by apps, online communities, and growing social acceptance of not drinking at all. As Dry January enters its second decade, experts say its real impact may be less about one abstinent month and more about how that month quietly reshapes the rest of the year.
