For Dry January, Heineken Debunks the Myth That Giving Up Booze Is No Fun

Beer brand embraces the growing trend of drinking less alcohol

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Dry January, the month-long challenge when some people choose to abstain from alcohol, has increased in popularity around the world since British charity Alcohol Change UK created the event in 2013. This year in the U.K., where the movement began, one in seven (15%) of all adults—or 7.9 million—are planning to participate in Dry January, a 22% rise from 2021. 

Dry January and similar challenges such as Sober October are part of a growing movement of people drinking less alcohol—more than half of Americans say they are actively trying to drink less alcohol, a number that shoots to 66% for Gen Z and millennials, according to Nielsen. Alcohol



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in