Beyond Dry January: Cultural Shift Could Help You Stay Off Alcohol

For many who successfully reach the end of their alcohol-free first month of the New Year, the question they ask is ‘what happens beyond Dry January?’

After being so driven to complete the challenge, the open-ended nature of what comes next often sees people fall by the wayside, tempted by old habits.

But, in an interview with The Drum, Heineken USA’s Vice President of Marketing, Borja Manso Salinas, pointed to a cultural shift in the view of going alcohol-free.

He said: “We’ve been witnessing a strong cultural shift in how consumers relate to alcohol. While non-alcoholic beverages were once reserved for those who completely abstained from alcohol, we’re starting to see non-alcoholic beverages used as a moderation option that fits in alongside other alcoholic beverages.

“So even if people aren’t abstaining from alcohol or they give up in the middle of Dry January, low-cal and low-alcohol beverages are good options for a moderation-focused lifestyle.

“The sober-curious movement is extending beyond the month of January as more people are increasingly reaching for healthier beverage options on a year-round basis.

“Mindful drinking is on the rise, and there will continue to be substantial interest.”

It certainly makes life beyond Dry January much more manageable and easier to maintain beyond that target-driven first month.