NORFOLK, Va. — Dry January is officially over for many Americans.
It’s the vow to not drink alcohol for the entire month of January to start the year off on a healthy note. It turns out, the concept is part of a bigger, possibly generational, movement that has more and more people becoming "sober curious." That is, not giving up alcohol entirely, but ditching booze a lot more often.
The timing is no coincidence. Countless studies point to a dramatic increase in problematic drinking spawned by extra time at home during the pandemic.
But there’s also a generational element, with the idea of drinking less becoming more popular with younger people.
"If you're someone who says, 'If I'm anxious or had a stressful day, I want to blow steam off with a drink.' Like, there are other coping skills that are much healthier for your body,” said Peyton Lassiter, a licensed resident in counseling.
A recent survey from marketing company NCSolutions found that 61% of Gen Zers plan to reduce their alcohol intake this year, compared to just 40% of Gen Zers in 2023.
The market of products available today is also in line with this sober movement. Popular alcohol brands marketed toward 20 and 30 somethings like White Claw Hard Seltzer, now offer zero-alcohol versions of their products.
There are so many new options out there that dry shops have opened, like Ceremony in Norfolk, where they exclusively sell ready-to-drink non-alcoholic beverages and ingredients to make mocktails.
So, it’s not only getting more popular to drink less but also easier.