Although Dry January can be traced back to World War II in Finland, the recent trend in the U.S. has really spread widely since the pandemic.1 What is the cause for the recent popularity? What can be gleaned by looking more critically at Dry January? These questions consumed our staff meetings.
All staff agreed that regardless of the health benefits or hazardsโ sobriety has become a business. One cannot pick up a People Magazine without a beautiful sober โ or, sober-ish โ star sharing their favorite nonalcoholic drink recipe. Euromonitor, a research firm, shows that sales came to nearly $US20 billion in 2023, which is double the sales of 2018. And, the market for alcohol continues to grow. The nonalcoholic market grew by 20% in 2023.2 Markets meet demandโฆand health is in.
So, what are the potential health benefits or harms of Dry Januaryโฆand for whom?
One of our staff members thought that Dry January may do more harm than good โ setting up an unrealistic expectation that those who actually have an SUD cannot meet without receiving more support than a mocktail beverage line can provide. Others thought that Dry January helps to normalize not drinking and reduces stigma by mainstreaming sobriety. The nuanced perspectives from my staff seem to make very good points which complicate Dry January in a way that deserves further evaluation.
And then, the Surgeon General weighed in.
The bottom line of the report U.S. Surgeon General Vivek Murthy released at the start of this year is simple: consumption of any alcohol increases the risk for several different types of cancer, including liver, colon, and breast cancers. Alarmingly, the risk of cancer increases with the amount of alcohol consumed over the course of oneโs life, and furthermore the report finds that even moderate amounts of drinking can significantly contribute to the risk of developing cancer.3
To help us unpack our own biases and assumptions, we found Dr. Thomas Stopka, an epidemiologist at Tufts University School of Medicine whose research specializes in the interconnectedness of substance use, social and behavioral risk factors, and overdose and infectious disease. He works to assess the risk landscape, access to health services, and implement and test public health and clinical interventions to address health disparities. More importantly he bucked social convention, when he replied to a promotion at Tufts University for Dry January with a thoughtful essay critically engaging this social fad.
To kick off a new approach to the Did You Know section, Dr. Stopka is our guest essayist. His piece takes us through the health landscape of Dry January. If you are as intrigued as we are, join us on Thursday, January 30th at noon for our Monthly Webinar series, in which he is a guest speaker.
Happy Dry January!
Jennifer Webb
CEO, Live Tampa Bay
PS: Save the date on your calendar for Friday March 28th 2025 to attend our Annual Leaders Luncheon To End Overdose!
- Culey, Julianne, โBusinesses Resolve to Profit in Dry January, โ Marcum: January 9, 2024. https://www.marcumllp.com/insights/saying-no-to-alcohol-looking-back-at-the-economic-effects-of-dry-january
- โAlcohol-free Drinks are Becoming Big Business,โ The Economist. https://www.economist.com/business/2025/01/06/alcohol-free-drinks-are-becoming-big-business: January 6, 2025.
- Alcohol and Cancer Risk The U.S. Surgeon Generalโs Advisory 2025 https://www.hhs.gov/sites/default/files/oash-alcohol-cancer-risk.pdf