Is Dry January still a thing? Figures show new trend emerging in Ireland

Sophie Collins

Are you taking part in Dry January?

Whether you buy into the ‘New Year, New You’ malarkey, everyone loves a fresh start – but is Dry January a thing of the past for the New Year?

After the Christmas break, many of us will be avoiding the drink like the plague and a new nationwide survey, conducted by dedicated alcohol-free beer brand Lucky Saint, has revealed that the sober month is still a popular choice here in Ireland.

According to their statistics, 1 in 2 people are planning to stop drinking this January, opting for a more refreshed and healthier note.

In addition to this, a new trend is emerging as a whopping 50% of people surveyed also said they are planning to majorly cut back on the amount of alcohol they consume overall in 2024.

Adults aged 18-24 expressed the biggest desire to take part in Dry January with more men than women embracing an alcohol free month.

When it comes to the motivations behind cutting back on alcohol in 2024, older participants revealed an increase in focus on health, including weight loss, while the younger cohort were more motivated by financial reasons and saving money.

Men and women also had different motivators when it came to reducing alcohol with men prioritising fitness while women valued sleep and overall well-being.

This marks a positive boost for Ireland’s low and no alcohol drinks category in 2024, which is already one of the fastest growing alcohol-free markets in the world, according to Drinks Ireland.

Figures compiled confirmed that non-alcoholic beer sales more than tripled between 2017 and 2021 in Ireland, with 2022 sales increasing by a whopping 25% alone.

There is also huge market growth expected around the world with the global non-alcoholic beer category predicted to grow annually by 8.7% up until 2025.

Speaking on the research findings in Ireland and the opportunity for Lucky Saint in their first market outside of the UK, Luke Boase, founder of Lucky Saint, said: “The findings show that whilst January is a time where people look at cutting back their alcohol consumption, moderation is set to continue right throughout the year.

“After thousands of years of forming social connections around alcohol occasions, we are seeing a rapid cultural shift in attitudes towards alcohol, and acceptance of not drinking. I don’t know anyone planning to drink more in 2024 than they did in 2023.”