The Growing Popularity of Dry January

Good morning. We are officially in 2025 - if you’re still going strong on your New Year’s resolutions, good for you - however January 19th has been dubbed “Quitter’s Day” because of the amount of people who drop their goals by then.

Good luck.

-Brandon Copeland

The Growing Popularity of Dry January

The annual tradition of Dry January, where you abstain from alcohol for the entire month, continues to gain traction year after year. Originally popularized by the charity Alcohol Change UK in 2013, Dry January has grown from a grassroots movement to a cultural phenomenon. Millions now participate, citing benefits like improved physical health, mental clarity, and an opportunity to reset their relationship with alcohol after the indulgent holiday season.

Recent years, however, have seen the emergence of a new trend—“Damp January.” Unlike its stricter counterpart, Damp January focuses on reducing, rather than completely eliminating, alcohol consumption. For many, this more flexible approach offers the benefits of mindful drinking without the pressure of full abstinence.

This shift toward moderation reflects changing attitudes about alcohol. Younger generations, in particular, are driving the rise of “sober curiosity,” exploring how cutting back on alcohol can enhance their overall well-being. Damp January aligns with this ethos, allowing individuals to enjoy occasional drinks while still prioritizing their health goals.

For businesses, the popularity of both trends presents opportunities and downfalls. Alcohol-free and low-alcohol beverages are now among the fastest-growing segments in the drinks industry. Breweries, wineries, and distilleries are innovating to meet demand, offering everything from craft non-alcoholic beers to sophisticated mocktails. However, on the flip side, sales for alcoholic beverages tend to drop off in January.

Personally, I don’t mind the idea of a Damp January - next year I may just use it as an extended lagering period so that I can have a nice homebrew ready come February.

Beer Trivia Question

🍺 In what year was the first commercial nonalcoholic beer created?

Read to the end to find out if you're right!

Brewgr Recipe of the Week

Pilsen Prude

If you’re looking for a simple lager to brew, this is a great place to start. The grain bill is primarily pilsner malt, with one hop added at two different intervals - Chinook. It’s finished with a Safale US-04 yeast, which got an honorable second place in our last poll, so I figured it was appropriate to highlight it in a recipe.

Credit: Brewer 144222

Poll Results: Vote For Your Favorite Yeast of 2024!

Safale US-05 is undoubtedly the most prolific yeast out there - these yeast packets are found everywhere whether it’s in a kit or in a 10 pack that you keep in your fridge as a “just in case” yeast. Admittedly, I use US-05 all the time - I find it works really well, especially if you make a yeast starter. In a pinch, two packets will also do the job.

And the Answer Is...

🍺 Clausthaler was launched in 1979 in Germany, and put nonalcoholic beers on the map. They still make this beer to this day, which is brewed according to the Reinheitsgebot purity law of 1516.