The New Year brings new resolutions, and for many Americans, that starts on day one with what they drink.
The booze-free month known as Dry January is more popular than ever, with bars catering to customers through mocktail menus and zero-proof options for the sober-curious crowd.
Dry January gains popularity with each pour as more Americans go alcohol-free
“With the mocktails on the menu, I think that that’s kind of a sign of the times,” said Boulder resident Jenny Robins. “I’ve heard that some of the younger generations just aren’t really big into drinking, so it might just be the new normal.”
Robins is right. Studies show Dry January has only increased in popularity since the COVID-19 pandemic, especially with Gen-Zers — those born between 1997 and 2012.
In 2023, 16% of Americans successfully completed the month-long challenge. In 2024, that percentage reached a quarter of Americans avoiding alcohol completely for Dry January, according to AlcoholHelp.com…