The article explores the cultural shift surrounding Dry January and the rise of non-alcoholic (NA) beverages in response to health concerns about alcohol consumption. As people are increasingly aware of the negative effects of alcohol on health, including its links to cancer, many are turning to NA options, which have become trendy and accessible. This trend is reflected in the growth of the NA beverage market, projected to reach $13 billion in 2023. The author shares personal experiences with shifting from alcohol to refreshing NA drinks, framed as a necessary health reassessment each January.
"Whereas I used to quietly mainline homemade gingerade for the month while sidestepping the judgement of friends, the big brandification of sobriety means that my local liquor store eagerly emailed me on January 1 this year, inviting me back to try their Willy Wonka assortment of non alcoholic beers and spirits-what's been estimated as a $13 billion global market in 2023 and growing."
"Any level of alcohol is bad for you," notes Daniel Roche, echoing warnings from the former Surgeon General.
"Going back 10 to 20 years, there was still some argument that there might be some benefits of alcohol, but now, any level of consumption is associated with almost every cancer."
"The annual reset offers me a health tune up, and a cessation of habit-and that's true for up to half of us who report that Dry January curtails drinking longer term."
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