04/08/2025
In 2012, The Dry January® challenge didn’t exist.
Just over a decade later in 2025, 15.5 million people planned to start their year alcohol-free ~ up from 4.2 million in 2019.
What began as a small initiative has grown into a cultural shift.
isn’t just a fleeting trend ~ it reflects a growing movement.
Many of us are rethinking our relationship with alcohol in pursuit of better sleep, improved mental health, and overall wellbeing.
Quite simply, we’re wanting a better life.
Life is complicated enough without a hangover. But choosing not to drink can bring added pressure ~ because not drinking isn’t neutral, it’s disruptive.
That’s why sometimes we need stats like these to validate our choice through social proof, which can also help prevent sober shaming, stigma, and peer pressure.
At the heart of this shift is the sober curious community ~ people choosing to navigate life with less (or no) alcohol, not always because they have to, but increasingly because they want to.
It’s about being more intentional with what we consume and questioning the script we were handed ~ to socialise is to drink (often to excess), and not drinking means something must be wrong with us.
When you add in the rise of the low & no to these statistics, it’s clear culture is changing.
These numbers aren’t just stats. They’re signs that we’re collectively rewriting norms around alcohol and what it means to have a good time.
And as always, we’re excited to be part of this transformation.
