Dry January has become Dry February and beyond
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The "damp" or "dry" lifestyle has gone beyond January, with Google searches for "Dry February" ratcheting up this month in Seattle and across the U.S.
Why it matters: Huge interest in the annual monthlong booze-free challenge highlights a change in the way Americans think about alcohol.
By the numbers: In Seattle, sales of non-alcoholic beer in the first four weeks of January skyrocketed to $1.25 million in 2024 from $304,000 in 2020.
- Over the same period nationally, sales of non-alcoholic beer hit $42.7 million this year, up from $13.5 million four years ago.
The big picture: Regular beer sales have been fairly flat across the U.S. while non-alcoholic beer is on the rise, according to NIQ, which tracks buying behavior.
- Only 62% of adults under 35 say they drink, down from 72% two decades ago, according to the latest Gallup data.
- Whole Foods Market now sells more non-alcoholic Athletic beer than any other brand of beer, with or without alcohol, the Wall Street Journal reports.
- Mocktail brands have similarly surged in popularity, with some boasting of adaptogenic benefits.
What's next: Alcohol-free beer is already big, but alcohol-free wine has major potential.
- A growing number of customers are replacing their ritualistic evening glass of wine — which often hurts their sleep quality — with a non-alcoholic version, said Brianda Gonzalez, owner of alcohol-free store The New Bar.
Go deeper: The best non-alcoholic beers