Dry January — the global movement encouraging alcohol abstinence for January — grew from UK charity campaign (Alcohol Change UK, 2013) to 20M+ participants worldwide by 2023. #DryJanuary documented sober-curious culture, non-alcoholic spirits (Seedlip, Ritual Zero Proof), and alcohol-free bars. Breweries/distilleries launched NA products (Athletic Brewing, Heineken 0.0). Critics noted January 1-31 abstinence sometimes preceded February binge drinking, but the movement normalized sobriety and moderation conversations. By 2023, Dry January was mainstream, with celebrities, athletes, and influencers publicly participating, reshaping drinking culture toward intentionality and health.

Sources:

• Alcohol Change UK Dry January participation data
• Athletic Brewing NA beer sales reports 2018-2023
• Beverage industry non-alcoholic spirits market analysis