‘I decided to stay sober forever’: How Dry January is changing binge Britain

Everyone who knows me knows I like a drink. I’ve worked in wine bars, adore lethally strong cocktails, and pubs are pretty much my favourite places. But this Christmas I found myself yearning for a break from booze. “I actually can’t wait for Dry January,” I texted my boyfriend on Boxing Day, and again the day after.

I’m not alone. Since 2017, the popularity of Dry January has seen a sharp increase year on year, peaking in 2021 (possibly aided by the winter lockdown removing any temptation to hit the pub). Even though the number of people taking part in the challenge dipped last January, social media analytics company Brandwatch found that online mentions of non-alcoholic beverages continued to surge throughout 2022, suggesting more people are taking to non-alcoholic drinks – and not just due to abstinence challenges, either. Since 2019, online interest in giving up entirely has been growing. In fact, a recent survey commissioned by SENTIA highlighted how four in 10 UK adults have already cut out alcohol, or are at least attempting to. Fifty-nine per