I recently wrote about the growing number of new nonalcoholic bottle shops popping up in major cities–fueled by the burgeoning sober-curious movement. So, it may shock you to learn one of the movement’s more popular trends, Dry January (when people give up alcohol for the first month of the year), is on the decline. You heard that right: Fewer people say they’re participating in 2023’s sober festivities according to a recent survey by Morning Consult. This year, the number of adults who said they would take part in Dry January dropped from 19 percent to 15 percent compared to last year. But the reason why may surprise you. Dry January’s dry spell If more adults are embracing sobriety as a lifestyle (even if it’s just a month-long), then why did Dry January participation take a hit? We just answered our question. One reason fewer people are partaking is because people are drinking less overall. This is especially true for millennials. In December 2021, almost 70 percent said they drink. Last December, that number dropped to 62 percent. This is huge for a generation that reports drinking alcohol more frequently than others. And, ironically, Dry January participation might also be down due to last year’s success. That is, 2022’s

I recently wrote about the growing number of new nonalcoholic bottle shops popping up in major cities–fueled by the burgeoning sober-curious movement. So, it may shock you to learn one of the movement’s more popular trends, Dry January (when people give up alcohol for the first month of the year), is on the decline. You heard that right: Fewer people say they’re participating in 2023’s sober festivities according to a recent survey by Morning Consult. This year, the number of adults who said they would take part in Dry January dropped from 19 percent to 15 percent compared to last year. But the reason why may surprise you. Dry January’s dry spell If more adults are embracing sobriety as a lifestyle (even if it’s just a month-long), then why did Dry January participation take a hit? We just answered our question. One reason fewer people are partaking is because people are drinking less overall. This is especially true for millennials. In December 2021, almost 70 percent said they drink. Last December, that number dropped to 62 percent. This is huge for a generation that reports drinking alcohol more frequently than others. And, ironically, Dry January participation might also be down due to last year’s success. That is, 2022’s