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Dry January has become a way of life

Dry January has become a cultural phenomenon marketed as a healthy way to start the new year. One in five adults claimed to have taken part in Dry January in 2022 which is a 13% increase from 2021. No wonder the movement is driven by millennials and Gen Z. Generations outstanding in the field of health and wellness made up 46% of participants compared to 30% of Baby Boomers. and Gen X. While the data is not on the percentage of people who participated in the 2023 festivities, it is likely higher due to the introduction of Damp January. Wet January was coined as a “cousin” to Dry January by requiring only abstaining from alcohol for only part of the month or eating less over the entire month.

After my show Dry January by Hilary Sheinbaum I decided to help others embark on the journey by writing dry challenge, “I started participating in Dry January by accident. On New Year’s Eve 2016, I was at a party and I texted my boyfriend “Happy New Year” right before the ball dropped. In my not-so-sober mood, I started the Dry January bet. Going an entire month without drinking, but halfway through, my boyfriend snapped in. I kept going, and not only did I win a great dinner at the end of my sober month, but I also got incredible benefits along the way, like better sleep, clearer skin, and an elevated mood. , among other perks. I’ve also come to realize how alcohol affects my daily life, and I couldn’t stop sharing all my revelations about me (read: I won’t shut up about it),” she said. “So, I ended up sticking to Dry January. It’s every year — and another sober month in between — that I decide to write dry challengeA non-judgmental guide to how to go about an alcohol-free month and the benefits of doing so. This January (2023) was the 7th of Dry January.”

Just as Sheinbaum continues to incorporate the dry months throughout the year after her first dry January, so do many other adults. People have become curious and alert for several reasons including improved mental health, physical health, and social cognition. Although health appears to be a driving factor as when adults abstain from alcohol, it can improve insulin resistance, weight, BP and growth factors linked to cancer. Sheinbaum finds that the sober-minded movement being led by Generation Z isn’t big on drinking, “It’s also clear that people are looking to cut back on alcohol now after over-serving themselves during the pandemic. And of course, people are taking advantage of personal health now more than ever.” A lot of people are tired of going hungry. Another big part of the shift is that there are other options for consumption now, including non-alcoholic beer, wine, spirits, and cocktails.”

Maybe this is what was missing all along? Non-alcoholic options gave the same mouth feel as a longtime favorite. Trendy brands like Ghia, Kin, Seed Lip, and Amass have taken it one step further with adaptogenic benefits that are appealing to the wellness crowd. Even older brands like Heinekin and Stella are coming up with non-alcoholic and denatured alcohol options to appeal to consumer behavior. Some of Sheinbaum’s favorites include the non-alcoholic Martini & Rossi Vibrante, which is great for making NA sprays. For sparkling wine, she likes Freixenet Alcohol-Removed Sparkling White and Starla Wines Alcohol-Removed Rosé – they’re great for celebrations like birthdays or anniversaries while Giesen 0% is a New Zealand brand I just discovered for Riesling. For beer and sangria, Grüvi is her point. As for the spirits for mixing drinks, they have Damrak 0.0 virgin Gin and BARE Zero Proof to swap for Tequila and Free Spirits to swap for bourbon. “If I don’t have the time, energy, or ingredients to make my own NA cocktail, Sir James 101 is a no-brainer for pre-made alcohol-free cocktails. My favorite Sir James 101 flavor is a mojito.

Brianda Gonzalez even came up with the idea for a non-alcoholic bar called The New Bar. She named her after her father, who was a bartender by trade but was diagnosed with an autoimmune disease and became very ill. “I grew up in the hospitality business on Catalina Island, and come from a Mexican family where large family gatherings often revolve around great food and drinks. I was looking for a way to preserve those rituals and give my dad the opportunity to share in the joy of indulging in something amazing without compromising his health.” In navigating the change our family had to make, I became passionate about sharing these choices with others and making it more fun and easier to explore the world of NA.

Since opening the flagship store in Venice, California, Gonzalez has become a huge hit with consumers looking to enjoy a glass of non-alcoholic wine or a cocktail with their loved ones again. “Our flagship location in Venice, California has become a kind of destination in Los Angeles, and our online sales continue to grow beyond what I expected,” she said. “Our growth has been quite organic and we’re really excited to bring The New Bar concept to more people across the US. We’ve even seen a massive influx of orders from local bars and restaurants looking to build out non-alcoholic programs. I think bar and restaurant managers are starting to see the value.” In offering the same exciting and craft cocktail experience to non-drinkers, drinkers, and everyone in between.”

The New Bar recently worked with a local restaurant to launch its own non-alcoholic program, and to managements surprise they found that a meaningful majority of customers chose a zero-carb cocktail over its alcoholic counterpart when served with the option. “In scenarios where people looking to take a break from alcohol (for a night, a month, or a lifetime) may have gotten stuck with water before, they are now willing to pay for a premium, exciting alternative. Simply put, it makes a lot of sense for organizations, from a financial perspective. Both cultural and elevating its non-alcoholic offerings,” Gonzalez shared as well.

As far as advice on how to incorporate a wet or dry lifestyle, Sheinbaum’s top tip is to organize plans that don’t involve alcohol and instead fill your calendar with social plans (or downtime) with activities you look forward to. If it involves a drink, plan ahead to go somewhere that has a non-alcoholic menu. “Often we skip a drink with friends, on dates, or when we’re bored, rather than get creative and embark on ideas that don’t involve booze. Some suggestions include taking a picnic, signing up for a yoga class, picking up an instrument, or just exploring what your city has to offer or Your next town – maybe it’s a museum, art galleries, cooking class, or something completely different. The options are endless!” I wondered.

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