| Dry January, once a fringe activity, has become a new winter pastime. Some 22% of drinking age-adults report that for Dry January this year they are either staying sober or cutting back on alcohol, representing a 5% increase from earlier years, according to a new Morning Consult survey. Participating in Dry January means swearing off wine, beer and other alcohol, at least for the month. It dates back to 2013, when a British charity started a campaign to raise awareness about alcohol behavior changes. The most commonly-cited motivation of those who try it now is better health, but people also report other reasons for taking part, including wanting to drink and spend less. Amrita Bhasin, 24, is participating in Dry January for the first time this year because she wanted to experience better sleep. Though she initially thought of Dry January as a "millennial thing" that people her age didn't participate in, now the Bay Area-based startup founder said she feels more productive and has achieved her goal of a good night's sleep. There's no question that alcohol consumption can carry health risks. While the risks of heavy drinking, including alcohol poisoning and alcohol use disorder, are already well-known, health experts increasingly warn about even moderate drinking. Earlier this month, for instance, the US Surgeon General announced that drinking alcohol could increase one's risk of developing seven types of cancer. For some of the cancers, the dangers could begin with as little as one drink or less, the Surgeon General's advisory said. Other alcohol-related concerns include the disruption of quality sleep, and health problems including liver damage. That's leading more people to swap gin and tonics for mocktails or nonalcoholic beers, in a "sober curious" movement that's extending beyond Dry January and fueling the half a billion dollar nonalcoholic industry. New brands like The Athletic Brewing, a maker of non-alcoholic beers, and Ghia, a mocktail provider, are growing fast and becoming household names. Bar menus increasingly offer better and more extensive non-alcoholic options, and some even devote themselves wholesale to mocktails. At the sober bar Hekate, located in Manhattan's East Village, visitors can order a "New Year in Hades" mocktail made with zero-proof Caleño gin, phony tequila, coconut milk and lime juice — no hangover included. Ocean Beach Cafe in San Francisco, meanwhile, sells a non-alcoholic "Destroyer of Bad Vibes" made with nonalcoholic whiskey, honey, citrus and cinnamon. In the bigger picture, non-alcoholic drinks are still being overshadowed by their alcoholic counterparts, which remains a nearly $543 billion industry, according to Renub Research. But popular brands are taking note, and introducing new non-alcoholic beers like Anheuser-Busch's Corona Cero and Diageo's Guinness 0. For some, Dry January can kick-start a longer-term lifestyle change. "Going through Dry January made me realize I don't need a drink by default. It can be a mindful decision," said Emilina Lomas, a 30-year-old who cut out alcohol in January of 2023 and says she now feels more confident in social situations. A year later, she's still sober. — Jessica Nix | 
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