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Katie Fellowes is Curion’s Senior Vice President of Strategic Insights. Opinions are the author’s own.
Every January, Americans pledge not to drink alcohol. Or at least it used to be. The latest research reveals something even more interesting and much more important for brands, retailers and anyone who cares about cultural change.
Nearly one in four American adults who drink alcohol say they participate in Dry January, or the increasingly popular Damp January. But calling this a temporary abstinence trend is missing the point. What comes to mind is not a month-long cleanse, but a broader renegotiation of how alcohol fits into people’s lives and whether they need alcohol at all.
According to a comprehensive survey of 1,869 U.S. adults conducted by Curion in late December 2025, it is clear that January rowing has evolved into a subtle wellness movement. Consumers no longer ask, “Can you go 30 days without drinking?” They’re asking, “How would I feel if I drank less alcohol? And what should I replace it with?”
Wet January is a strategy, not a treat
Over the years, Dry January has become the standard for willpower. But our data suggests that Damp January participants may actually be more intentional and forward-looking.
People who choose moderation over abstinence are much more motivated by their physical health, weight, stamina, and mental clarity compared to Dry January. On average, participants cited nearly three reasons for losing weight: physical health (56%), mental clarity and mood (44%), and resetting habits (43%).
Consumers are discovering that cutting back, rather than cutting out, provides many of the benefits they desire without the feeling of punishment that has historically doomed “all-or-nothing” wellness issues. Wet January is no compromise. That’s sustainable behavior change.
Only a small number of participants (16%) said they used Dry or Damp January to explicitly assess their relationship with alcohol, but this small segment punches way above its weight.
These consumers are more than twice as likely to choose non-alcoholic spirits, wine, and mocktails. What they really want is continuity, not sobriety. They want products that preserve ritual, taste and social identity without the alcohol itself.
This group represents a significant growth engine for the non-alcoholic category. The demand is not for drinking less alcohol, but for better alternatives – products that allow people to attend dinner parties, bars and celebrations without feeling denied the experience.
Dry January means different things to different consumers.
Nearly half of 18-34 year olds report choosing at least one non-alcoholic beer, wine, spirit or mocktail. For them, January is about experimentation and shifting consciousness. Alcohol reduction is proactive, curious, and centered around identity.
Older consumers, especially those aged 55 to 64, are much less interested in substitutes. Their approach is simpler. Drink less, drink less, and eat fewer calories. Same result, different mindset.
A similar trend appears between men and women. Although both are participating in Dry and Damp January at similar rates, they are not approaching it in the same way.
Women are much more likely to associate January moderation with their weight and fitness goals and choose similar alternatives to alcohol. For many people, losing weight is not an unbearable challenge, but rather an act of holistic self-care that connects physical health, mental clarity, and joy.
In all of these cases, this distinction is important. Brands pursuing a one-size-fits-all “Dry January” message risk missing how dramatically motivation varies across life stages.
Brands you need to know in the future
Consumers are signaling that they want intentionality, flexibility, and fun without excess. They don’t want to be lectured. They don’t want to make sacrifices. And they don’t want to hear that moderation means “less commitment.”
The implications for beverage brands, retailers and wellness marketers are clear. The future belongs to those who understand that drinking culture is no longer binary. The real opportunity lies in supporting how people want to feel, not just what they want to give up.
And as more consumers reduce their alcohol consumption, they are actively turning to alternatives that offer awareness, sophistication, and choice. The winning brand must deliver a product based on interest, storytelling and social relevance, just like the alcohol itself.
We live in a world where intentional drinking, shelf space, menu placement and messaging are more important than ever. Because consumer abstinence is no longer abstinence for a month.
January may have sparked this movement. But behavioral change is here to stay.
