{"id":8992,"date":"2024-01-18T09:24:56","date_gmt":"2024-01-18T16:24:56","guid":{"rendered":"https:\/\/www.scramsystems.com\/blog\/?p=8992"},"modified":"2024-01-18T09:24:57","modified_gmt":"2024-01-18T16:24:57","slug":"dry-january-movement-non-alcoholic","status":"publish","type":"post","link":"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/","title":{"rendered":"Dry January and the Movement Towards Non-Alcoholic&#160;Beverages"},"content":{"rendered":"\n<p>According to a July 2023 Gallup survey, <a href=\"https:\/\/www.pewresearch.org\/short-reads\/2024\/01\/03\/10-facts-about-americans-and-alcohol-as-dry-january-begins\/\" target=\"_blank\" rel=\"noreferrer noopener\">only 62% of Americans say they drink alcohol<\/a>, compared to 38% who say they completely abstain from drinking. Additionally, young adults today are less likely to drink than young adults 20 years ago, but older adults are more likely to do so, according to&#160;Gallup.<\/p>\n\n\n\n<p>As younger generations move into adulthood, the popularity of \u201cDry January\u201d has become delegated to the entire year, rather than just a month. As this trend continues, many craft breweries, cocktail manufacturers, and even wineries are producing more non-alcoholic&#160;options.<\/p>\n\n\n\n<p>Although non-alcoholic liquor has existed for quite some time, only in recent years have technological improvements allowed non-alcoholic liquor to maintain the majority of its flavor, without any alcohol. With these substantial improvements, the liquor industry hopes to continue to grow in an increasingly abstinent young&#160;population.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">History &amp; Background of Dry January<\/h2>\n\n\n\n<p>The practice of \u201cDry January\u201d has been a challenge that many people have participated in for decades. However, it originated long before that in World War II era Finland. Aiming to save natural resources that might be used in the production of alcohol, the <a href=\"https:\/\/thephoenix.org\/blog\/history-of-dry-january\/\" target=\"_blank\" rel=\"noreferrer noopener\">Finnish government encouraged people to completely abstain from drinking alcohol<\/a> for the month of January at a&#160;minimum.<\/p>\n\n\n\n<p>Referred to as \u201cRaitis Januar\u201d, or Sober January, the movement was a success for Finland, resulting in reduced alcohol consumption amongst the troops and population, which saved money and promoted welfare of the Finnish people and&#160;soldiers.<\/p>\n\n\n\n<p>In the decades since the war, however, the idea of a Dry January did not gain traction until the mid-2000s, when it was shared as a challenge for people trying to start the new year off right. In 2013, the first official Dry January was hosted by the UK organization Alcohol Change, with thousands of people participating internationally every January&#160;since.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Changes in the Alcohol Industry<\/h2>\n\n\n\n<p>As younger generations have moved into adulthood, the popularity of making Dry January a lifestyle year-round has increased dramatically. The benefits of long-term sobriety can include better sleep, positive mental health, lower blood pressure, and reduced risk of liver&#160;disease.<\/p>\n\n\n\n<p>In response to this shift, the liquor industry has worked to provide alternatives to alcoholic beverages, while still maintaining that same signature flavor. In Colorado, for example, many businesses are crafting non-alcoholic beers to appeal to this growing market, while others are experimenting with drinks that provide a buzz by using flowers, herbs, and other stimulants like chocolate rather than&#160;alcohol.<\/p>\n\n\n\n<p>Keith Villa, creator of Coors\u2019 Blue Moon, launched Ceria Brewing Company five years ago to tap into the market for non-alcoholic beer. According to Villa, the market for non-alcoholic beer is \u201c<a href=\"https:\/\/www.koaa.com\/news\/covering-colorado\/colorado-brewers-and-bars-are-creating-alcohol-free-experiences-for-dry-january-and-beyond?fbclid=IwAR3KXa8YA8QkJtTowmIpr3TxjPQ41e5pROSiNZxKyn60xdqXe9agryGWd_c_aem_Ae8-hX0ghtGNBvjf6yRZzCMAM4RV00lQ2y7cMpZYFuBEGuRKx_rL6-MasEHdVIpmxqY\" target=\"_blank\" rel=\"noreferrer noopener\">growing double digits, typically 20-30% every year<\/a>\u201d. This growing market has greatly benefited the success of Villa\u2019s most popular non-alcoholic beer, Grainwave, which claims to maintain the taste and foam of a traditional beer, except with significantly fewer calories\u2014and the buzz or hangover that alcohol can&#160;cause.<\/p>\n\n\n\n<p>Although the sale of alcohol has spiked since the COVID-19 pandemic, alcohol appears to be less and less appealing for younger generations reaching adulthood. These trends can certainly change, but it seems only a matter of time until Dry January is no longer delegated to only one month of the year for many. As the alcohol industry adapts in tune with these societal shifts, the future of alcohol in our society remains&#160;uncertain.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As younger generations move into adulthood, the popularity of \u201cDry January\u201d has become delegated to the entire year, rather than just a month. As this trend continues, many craft breweries, cocktail manufacturers, and even wineries are producing more non-alcoholic options.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,14],"tags":[996,864,997,995],"class_list":["post-8992","post","type-post","status-publish","format-standard","hentry","category-making-a-difference","category-societal-costs","tag-alcohol-industry","tag-dry-january","tag-health","tag-non-alcoholic"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dry January and the Movement Towards Non-Alcoholic Beverages | Sobering Up<\/title>\n<meta name=\"description\" content=\"As younger generations move into adulthood, the popularity of \u201cDry January\u201d has become delegated to the entire year, rather than just a month. As this trend continues, many craft breweries, cocktail manufacturers, and even wineries are producing more non-alcoholic options. As younger generations move into adulthood, the popularity of \u201cDry January\u201d has become delegated to the whole year, and the alcohol industry is following suit.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dry January and the Movement Towards Non-Alcoholic Beverages | Sobering Up\" \/>\n<meta property=\"og:description\" content=\"As younger generations move into adulthood, the popularity of \u201cDry January\u201d has become delegated to the entire year, rather than just a month. As this trend continues, many craft breweries, cocktail manufacturers, and even wineries are producing more non-alcoholic options. As younger generations move into adulthood, the popularity of \u201cDry January\u201d has become delegated to the whole year, and the alcohol industry is following suit.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/\" \/>\n<meta property=\"og:site_name\" content=\"Sobering Up\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SCRAMx\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-18T16:24:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-18T16:24:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.scramsystems.com\/blog\/wp-content\/uploads\/dry-january-movement-feature.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1170\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sobering Up Administrator\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@scramsystems\" \/>\n<meta name=\"twitter:site\" content=\"@scramsystems\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sobering Up Administrator\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/\"},\"author\":{\"name\":\"Sobering Up Administrator\",\"@id\":\"https:\/\/www.scramsystems.com\/blog\/#\/schema\/person\/d81eb856e7b30e26591614b66cb58512\"},\"headline\":\"Dry January and the Movement Towards Non-Alcoholic&#160;Beverages\",\"datePublished\":\"2024-01-18T16:24:56+00:00\",\"dateModified\":\"2024-01-18T16:24:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/\"},\"wordCount\":568,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/www.scramsystems.com\/blog\/#organization\"},\"keywords\":[\"alcohol industry\",\"Dry January\",\"health\",\"non-alcoholic\"],\"articleSection\":[\"Making a Difference\",\"Societal Costs\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/\",\"url\":\"https:\/\/www.scramsystems.com\/blog\/2024\/01\/dry-january-movement-non-alcoholic\/\",\"name\":\"Dry January and the Movement Towards Non-Alcoholic Beverages | Sobering Up\",\"isPartOf\":{\"@id\":\"https:\/\/www.scramsystems.com\/blog\/#website\"},\"datePublished\":\"2024-01-18T16:24:56+00:00\",\"dateModified\":\"2024-01-18T16:24:57+00:00\",\"description\":\"As younger generations move into adulthood, the popularity of \u201cDry January\u201d has become delegated to the entire year, rather than just a month. 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