The Rise of Dry January

A Brief History of Dry January

The concept of going alcohol-free in January isn’t new. As we’ve already mentioned, for many, November and December feel like months so closely tied to friends and family catch-ups, celebratory drinks and “just one more”. But the official Dry January campaign began in 2013, launched by Alcohol Change UK. It started with just a few thousand participants, and now, millions across the UK take part each year.

Through its Try Dry app and growing media visibility, the campaign has evolved from a personal experiment into a social movement promoting balance, awareness, and mindful consumption. The goal isn’t permanent abstinence, but rather a healthier, more conscious relationship with alcohol.

The Benefits Behind the Movement

The benefits of getting involved with Dry January depend entirely on why you’re getting involved. Whether you’re signing up for a new challenge, a reason to adopt healthier habits, or to enjoy a little pause after December, the benefits are personal to you. However, some of the most tangible benefits are listed below:

• Physical health: Improved sleep, lower blood pressure, and even early liver repair.

• Mental well-being: Sharper focus, better mood, and a greater sense of control.

• Financial savings: Cutting out alcohol for a month saves the average UK adult around £60-£80.

• Long-term change: Studies show participants often continue to drink less months later after the sober period.

For many, Dry January isn’t just about restriction; it’s about reclaiming energy and clarity after December’s excess.

The Rise of the “Sober Curious” Generation

What began as a one month reset is now part of a much wider cultural shift. Mindful drinking, and the conscious decision to moderate alcohol intake, is going beyond just the start of the year and we’re beginning to see how new generations are reshaping social habits across the UK.

Recent studies show:

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

• Among young adults, that figure rises to 49%, nearly double the 2018 level (28%).
  
  

This trend is driven largely by Gen Z, who as a result, have sometimes been described as the “sober curious” generation. For them, alcohol-free doesn’t mean less fun. They’re still the age range leading the charge in spending on eating out and going it; they are also the generation advocating for more choice, clarity, and wellness when going out. 

Let’s look at the facts of why this may be. Firstly, Generation Z includes those born between 1997 and 2012, making their age range roughly 13 to 28 years old in 2025. That means every single person of this generation were born by 2013 when the first Dry January took place. This means that this generation have grown up with “Dry Jan” as a phrase more or less their entire life, and certainly the entire time they have been legally drinking. Could this growing awareness around healthier drinking habits have shaped their change in attitude toward drinking?

What it Means for Hospitality Businesses

The rise of Dry January and mindful drinking obviously feels like a shift away from the usual marketing approach of drinks offers and lively get-together incentives, but it’s important to understand this time of the year presents an opportunity, not a setback. While January has traditionally been a quieter month, it can be a prime time to connect with guests who are choosing to spend differently, prioritising experiences over consumption.

Here’s how hotels, bars, and restaurants can make the most of the month:

1. Refresh your menus

Create enticing no- and low-alcohol options that go beyond the basics. Eelevate and inspire with new house-made mocktails, craft sodas, alcohol-free wines, and sophisticated spirit alternatives for those who don’t want to drink but still want something exciting.

2. Host no- and low-alcohol events

Turn Dry January into a celebration, not a limitation. Offer tasting evenings centred around dining, unique wellness brunches, or mindful mixology classes. These experiences align perfectly with Gen Z and millennial values around wellness and community, as well as getting people out of the house to enjoy an activity.

3. Rethink campaign messaging

Shift the narrative from “cutting out” or “cutting back” to “discovering something new.” Move away from the restrictive narrative and instead encourage guests to try a new kind of challenge, promoting balance, self-care, and creativity, rather than guilt.

4. Collaborate and cross-promote

Partner with alcohol-free brands or local wellness businesses to drive visibility and engagement. Shared storytelling helps position your brand as forward-thinking and inclusive, and you could attract a whole new crowd in the process.

5. Plan beyond January

Mindful drinking doesn’t end when the calendar turns to February. Continue promoting your no- and low-alcohol options throughout the year to attract repeat visits and build long-term loyalty.