The History of Dry January 

Origins

The story of Dry January starts with Alcohol Change UK, the charity behind the campaign. The first official Dry January took place in 2013, though the idea began taking shape a year earlier. The charity’s goal was simple: to help people pause, reflect, and reassess their relationship with alcohol after the excesses of the festive period; offering a reasonable challenge to promote healthier drinking habits.

The inaugural campaign launched with just over 4,000 participants signing up to take part. The premise was straightforward: go alcohol-free for 31 days, experience the benefits, and see how it affects your body, mind, and habits so that you can make more informed drinking decisions going forward.

The movement has never been about preaching abstinence but about raising and maintaining awareness. Many participants found the experience transformative, reporting not only physical improvements but also increased confidence in social settings without alcohol. The feedback was overwhelmingly positive, and the movement quickly began to grow.

Who Participates in Dry January?

Over the last decade, Dry January has evolved from a small charity campaign into a mainstream lifestyle trend, and even a badge of honour for many participants. By 2015, participation had soared to over two million people in the UK. The introduction of the Try Dry app helped thousands track their progress and stay motivated, with in-app tips, community support, and weekly insights into health and financial benefits.

By 2020, awareness of Dry January had reached nine in ten UK adults, and participation was estimated at over four million people. The campaign also inspired similar initiatives around the world, from “Sober October” to alcohol-free challenges in the US, Australia, and across Europe.

The movement represents a wider cultural shift, and through Dry January’s work, younger generations, particularly Gen Z, have become far more mindful about alcohol consumption.

The Impact

Dry January has been with us since 2013, so let’s take a look at some of te trends and data tht have emerged between now and then around drinking. 

Research shows that:

• 38% of UK drinkers now regularly choose no- or low-alcohol options (2024).

• Among 18-24 year-olds in 2025, 49% say they actively moderate their drinking, almost double the rate in 2018.

• Use of alcohol-free and low-alcohol drinks among adults in Great Britain attempting to reduce alcohol consumption increased from 35.0% in Oct 2020 to 43.9% in August 2024.

• According to Alcohol Change UK, in England in 2023 around 19% of adults had not drunk alcohol in the last 12 months. 

• The Institute of Alcohol Studies reported that average alcohol consumption per adult fell to around 9.5 litres of pure alcohol in 2013/2014 and has since been rising again (a 7% increase from 2013 to 2022).

The Results

Ultimately, the data shows that Dry January has helped normalise and accelerate a much broader cultural change. One that places choice, experience, and wellbeing at the centre of how people engage with hospitality. As more consumers choose to moderate their alcohol intake, either occasionally or consistently, demand is moving far beyond simple soft drinks or “token” mocktails. Bars, restaurants, and hotels are now responding with premium no- and low-alcohol menus, investing in alcohol-free spirits, fermented drinks, craft alternatives, and paired tasting experiences designed to feel every bit as elevated as their alcoholic counterparts.

For the hospitality industry, this shift isn’t just about January; it affects menu design, pricing strategy, marketing, and guest experience year-round. Younger generations in particular are reshaping expectations, choosing venues that prioritise balance and inclusivity alongside the traditional offerings. In practice, this means hospitality businesses are increasingly treating no- and low-alcohol options with the same creativity, care, and storytelling as classic cocktails or wine lists. 

The Future

As Dry January continues to grow, so too does its impact. The campaign has helped millions of people re-evaluate their habits, with many reporting lasting lifestyle changes. In fact, a study by Alcohol Change UK found that 70% of participants maintained healthier drinking patterns six months after completing the challenge. For others, it serves as an annual reset and a chance to start the year feeling sharper, healthier, and more intentional.

Looking ahead, the charity plans to continue expanding the Try Dry app and community support programmes, offering year-round resources for those who want to moderate their drinking. The focus is shifting from a one-month challenge to a movement that encourages ongoing awareness and balance throughout the year.

In the broader picture, Dry January has contributed to a gradual but measurable decline in the UK’s overall alcohol consumption since 2012. The rise of mindful drinking, the growth of no- and low-alcohol brands, and the cultural shift toward wellness and sustainability all point to one thing: Dry January isn’t a passing trend, it’s part of a permanent change in how we think about drinking, and this is absolutely crucial for hospitality businesses both in January and throughout the year.