Dry January has become a staple in many people’s annual routines. What started as a personal challenge to give up alcohol for the month of January has grown into a cultural phenomenon, with participants using the month to reset their relationship with alcohol and improve their health. Over the years, we have seen the movement gain traction, and even did a consumer study on it here at AMC Global. However, this January we have seen some interesting backlashes against the movement—not only from the alcohol beverage industry, but from consumers themselves.
Dry January encourages people to take a break from drinking, offering numerous health benefits, from better sleep to improved liver function and weight loss. The movement, which originated in the UK more than 10 years ago, has been so successful that it has spawned offshoots like “Sober October” and other dry periods, where participants re-evaluate their drinking habits. We talk about this more in our blog, “Sober Months are on the Rise… Along with Non-Alcoholic Beverage Options.”
However, with the rise of Dry January, we’ve recently been seeing a counter movement evolve. Some players in the alcohol beverage industry have begun to actively question the trend via advertising and social media. Some brands have poked fun at those who participate in Dry January, making light of the month-long challenge.
For example, ABC Fine Wine and Spirits promotes its alcohol beverages while acknowledging Dry January. Using a kind of reverse psychology approach, their ads try to appeal to both participants and non-participants, seemingly supporting the challenge while tempting viewers with their offerings. Featured on social media and streaming platforms, the campaign uses humor to engage customers during what has become a slower sales period. While these ads are intended to be playful, they highlight a broader issue. The alcohol industry relies on consumption to drive sales, so when many consumers participate in Dry January, it can impact business.
And it’s not just alcohol brands questioning sober months. In the New York Times article, “Dry January Is Driving Me to Drink,” the author criticizes Dry January as part of a larger trend where health becomes a way to show off and brand oneself. Concern is cited about a “clean living” culture that tends to marginalize those who don’t conform to idealized health standards. The article claims it also shifts the focus from addressing larger systemic health issues to individual actions like abstaining from alcohol or using trendy alternatives like CBD.
Others express frustration with the month-long trend of alcohol abstinence, arguing that it feels forced or impractical, and doesn’t align with their social or lifestyle habits. This may reflect a growing skepticism about the trend and its relevance to people’s lives.
Despite some of this pushback against Dry January, participation continues to rise year over year, with Newsweek sharing that 2025 is the biggest participant group yet. Many brands are pivoting to diversify their portfolios to include non-alcoholic beverages. The development of non-alcoholic options has surged, with an increasing number of beverage companies creating innovative products that cater to health-conscious consumers or those taking a break from alcohol. This shift reflects a growing recognition that consumer preferences are evolving, and there is potential in providing alternatives that align with changing attitudes toward drinking. We discuss this further in our white paper, “To Drink…or to drink differently.”
As Dry January continues to grow in popularity, it’s clear that this cultural trend is not going away anytime soon. Whether the response of some of the players in the alcohol industry is a short-lived reaction or a sign of a larger issue remains to be seen. But one thing is certain: people are becoming more aware of their drinking habits and are not afraid to take a step back and reassess. And it is up to beverage brands to stay ahead, by taking steps to understand consumer trends and attitudes and develop the products that will have the most impact—no matter what the future may hold.