Dry January goes mainstream as zebra striping and zero-proof drinks gain traction

“Dry January isn’t just a niche wellness challenge anymore,” said Jonathan Hunt-Glassman, Founder and CEO of Oar Health. “This data shows that people are highly motivated by health goals, but social pressure and cravings remain the toughest obstacles to getting through the month. The good news is that success is possible when people have access to the right tools, which we see every day with our members.”

What the numbers show

According to Civic Science, a quarter of Americans aged 21 and older participated in Dry January this year, reflecting continued growth in the alcohol-free challenge. 

Among adults 21 and older who drink alcohol, 25% reported successfully completing the month without alcohol, a rate that closely tracked the 27% who said they were very likely to take part ahead of January. 

Younger adults drove much of that success. Thirty-five percent of Gen Z participants ages 21 to 24 reported completing Dry January, more than double the rate among Americans ages 55 and older, at just 14%.

What’s driving the growing interest in Dry January

Interest continues to grow as more Americans rethink their relationship with alcohol and look for manageable ways to reset after the holidays. 

Participants often cite better sleep, improved energy and mental clarity as key motivators, along with a desire to cut back on calories and spending after December’s excess. 

Health experts also point to a broader shift toward moderation, particularly among younger adults who are drinking less overall and viewing Dry January not as a rigid abstinence challenge, but as a short-term experiment that can lead to more mindful habits year-round.

Dr. Ehsan Ali, aka The Beverly Hills Concierge Doctor, says, “Dry January gives people a simple reset. Even just a few weeks off alcohol can improve sleep, energy, digestion, and focus. It often helps people realize how much alcohol was quietly affecting their mood and daily habits. It’s become popular because it feels doable. It’s not about perfection or quitting forever. After the holidays, people are already craving structure and a fresh start, and Dry January offers a clear, low-pressure way to feel better fast without committing to something extreme.”

What experts say can improve Dry January success

Participants often rely on simple strategies to help them stick with Dry January, especially in social settings where alcohol is typically present. Many turn to nonalcoholic beers, mocktails or zero-proof spirits to maintain familiar routines without drinking. 

According to guidance from Alcohol Change UK, simple strategies include planning by deciding in advance how much you will drink, keeping track of what and when you drink, and deliberately having a few alcohol-free days each week to give the body a break and reinforce positive habits.

Chris Reed, owner of the Northern Illinois Recovery Center, says “Alternatives such as mocktails are all the rage as well as 'Zebra Striping,' which is ordering an alcoholic beverage followed by a non-alcoholic beverage.

More minor changes, such as choosing lower-alcohol drinks or smaller glasses, pacing yourself and eating before and while drinking to slow absorption, can also cut overall consumption without feeling restrictive.

It can also help to practice how to confidently refuse offered drinks, swapping out typical alcoholic options for low- or no-alcohol alternatives, and seeking help if drinking feels out of control. These practical tips are designed to help individuals build awareness of their drinking patterns and make manageable shifts rather than relying solely on willpower.

Erica Mallery, founder of ShameOver, says, “Most of us drink to help regulate our nervous system. Instead, focus on actual ways to regulate: breathing, mindfulness, journaling and connection. So much of the time comes down to knowing your PS - what brings you Pleasure and what helps reduce Stress. Doing something before you ever have a sip will help rewire your brain and make a huge difference in your nervous system.”

Athletic Brewing and moderation marketing

Athletic Brewing Company, the nation’s largest dedicated non-alcoholic brewer, has relaunched its Athletic January campaign to coincide with Dry January, framing the month as a celebration of moderation and mindfulness rather than mere abstinence. 

The campaign includes a partnership with restaurant reservation platform OpenTable that lets diners find bars and eateries serving Athletic’s non-alcoholic brews, making it easier for participants to socialize without alcohol during what is historically a slower business month for the hospitality industry. 

The brewery is also expanding its Ask for Athletic program, offering eligible customers a rebate on a can or draft pour of its products at participating retailers early in the year. Through these efforts, Athletic aims to support consumers in making mindful drinking choices and help redefine what a social night out can look like in January and beyond.

Dry January’s growing participation reflects a broader shift in how Americans think about drinking, health and moderation, with more people viewing a break from alcohol as a reset rather than a resolution. 

While not everyone makes it through the month, experts say the challenge can still prompt lasting changes by encouraging awareness, balance and more intentional choices.