Dry vs. Damp January: How Americans Are Rethinking Alcohol in the New Year

Katie Fellows

Credit: Curion

For many people, January has become a reset button for their relationship with alcohol. But new research suggests that reset doesn’t always mean giving it up entirely. According to a national survey from Curion, nearly a quarter of U.S. adults who drink alcohol are participating in either Dry January or the increasingly popular “Damp January,” signaling a shift in how consumers think about moderation, wellness and sustainability.

The findings, based on responses from 1,869 U.S. adults, show that alcohol reduction is no longer a one-size-fits-all challenge. Instead, it’s evolving into a more nuanced wellness movement, shaped by age, gender, lifestyle and access to nonalcoholic alternatives. Katie Fellows, senior vice president of strategic insights at Curion, breaks down what’s driving these trends and what they may mean for long-term health behaviors and alcohol culture more broadly.

The survey identifies “Dry” versus “Damp” participants. Can you explain the key differences in motivation and behavior between these two groups?

Katie Fellows: Dry January participants tend to be more goal-oriented and reset-driven. Their motivations skew toward detoxing, proving self-control or reassessing their relationship with alcohol. Behaviorally, they are more likely to fully abstain, reduce social drinking occasions or temporarily step away from alcohol-centric rituals.

Damp January participants, by contrast, are moderation-first. They aim to cut back rather than cut out, often motivated by balance, health maintenance and sustainability. This group is far more likely to substitute and is actively seeking nonalcoholic (NA) beer, wine and spirits to preserve routines like socializing, relaxing at home or having a “drink moment” without alcohol.

Women and men participate at similar rates, but their motivations differ. What does this tell us about how different genders approach wellness and moderation?

KF: While participation rates between women and men are similar, their underlying motivations diverge:

• Women are more likely to cite wellness-led reasons such as physical health, mental clarity, sleep and overall well-being. Their approach reflects a more holistic view of moderation as part of broader self-care.
• Men more often reference performance, control or “testing themselves,” suggesting a goal- or challenge-oriented framing of Dry/Damp January.

This suggests that women tend to integrate moderation into ongoing wellness routines, while men are more likely to approach it as a defined behavior change or experiment.

How does age influence participation in Dry/Damp January and adoption of nonalcoholic alternatives?

KF: Younger consumers (Gen Z and younger millennials) are disproportionately drawn to Damp January and NA alternatives. They are more open to moderation over abstinence and more experimental with NA beverages.

Older consumers are more likely to participate in Dry January for health-related resets, but may be less engaged with NA spirits or wine, instead opting for simple avoidance or reduced occasions.

How are social rituals and enjoyment maintained by consumers choosing nonalcoholic alternatives?

KF: Consumers choosing NA options are not abandoning rituals; instead, they are re-engineering them. NA spirits, wines and cocktails allow people to do the following:

• Participate fully in social settings
• Preserve the sensory and ritual aspects of drinking (glassware, flavors, occasions)
• Avoid the social friction of opting out entirely

For many, NA beverages function less as “alcohol replacements” and more as ritual enablers, supporting social identity, relaxation and enjoyment without alcohol’s effects.

What does the rise of Damp January indicate about trends in sustainable wellness strategies compared with traditional abstinence approaches?

KF: The growth of Damp January reflects a broader shift toward sustainable wellness. Rather than short-term abstinence followed by rebound behavior, consumers are doing the following:

• Seeking flexible, realistic approaches
• Reducing intake without deprivation
• Building habits they can maintain year-round

This suggests moderation is increasingly seen as additive (what can I enjoy instead?) rather than restrictive (what must I give up?).

Are there any potential long-term impacts on consumer health, behavior or alcohol consumption patterns suggested by these findings?

KF: These findings point to several potential long-term outcomes:

• Lower average alcohol consumption, even outside January
• Greater normalization of NA options in everyday and social contexts
• Behavioral stickiness, especially among Damp participants who build substitute habits rather than pause consumption entirely
• Improved health perceptions, driven by better sleep, mental clarity and reduced guilt around drinking

Over time, this could reshape alcohol culture itself, moving from episodic abstinence to intentional, flexible moderation as the default.