New Year’s resolutions have pushed many a drinker to take a break from booze during the first month of the year. Hence the popularity of Dry January, which seems to be more damp than dry in 2026.
This year, 27% of U.S. consumers who bought an alcoholic beverage in the past six months planned to participate in Dry January 2026, according to data from market research firm Numerator. The good news for industry folks is that 46% of these respondents plan to return to drinking alcohol post-January.
Dry January is actually a fairly new movement in the U.S. The campaign began in the U.K. in 2013 but didn’t gain momentum here until 2022, when consumers who may have overindulged during the pandemic wanted to “reset” to become more mindful drinkers. That first Dry January may have sparked restaurants and bars to add nonalcoholic spirits, wines and beers, but since then, these options have grown in scope and quality and are now table stakes.
That works well into the rising zebra-striping trend; alternating between full and zero-proof drinks in one visit to a bar or restaurant.
A recent survey of 1,900 adults by consumer insights company Curion revealed that 23% of alcohol drinkers are participating in Dry or Damp January this year, but there’s been a shift away from an all-or-nothing approach. Consumers choosing moderation over abstinence are more motivated by health, fitness and mental clarity. They’re not less committed but more intentional, according to the survey.
Curion found that younger respondents (18-34) are maintaining social rituals by experimenting with alternatives, with nearly 50% choosing nonalcoholic options. Older consumers are simply cutting back, with fewer (28%) going for zero-proof drinks.
All this is motivating operators to up their alcohol-free bar game, with many using Dry January as a jumping-off point. Like their customers, chefs and bartenders are becoming more intentional about their choices.
Dry January gets a glow up
This year, Chef Richard Sandoval introduced “The Art of the Zero-Proof Cocktail” collection at dleña, his modern Mexican restaurant in Washington, D.C. Head of mixology Reisler Morales crafted each drink with an “intentional flavor design,” using zero-proof spirits to add depth and complexity.
The Margarita Verde comes to the table with a plume of aromatic smoke. | Photo courtesy of dleña
The lineup includes the Aloe and Apple White No-groni with Seedlip Garden 108, aperitif blanco, verjus, apple, aloe vera, and green grape, and the Margarita Verde with Almave Blanco, orange sec, lime, pandan, jalapeño, hoja santa and salt. Although these are riffs on classic cocktails, they are not intended to be substitutes, said Sandoval in a statement. Morales incorporates unique, global ingredients that set the drinks apart into a new category.
Products from zero-proof spirit brands such as Ritual, Seedlip and Lyre’s have improved in quality and flavor since Dry January became a thing and are now used extensively to create top-notch cocktails. Toro Toro, a pan-Latin steakhouse in Miami, remixes the popular espresso martini into an alcohol-free Espresso Maíztini by shaking up Ritual Zero Proof Rum Alternative, Lyre's Coffee Originale infused with butter-flavored popcorn, cold brew, clove and cinnamon, while Garden Grove, an elevated spin on the gin and tonic, combines Seedlip Grove 42, elderflower syrup, yuzu juice, cucumber tonic, bergamot and cedar foam.
The Espresso Maíztini is a non-alcoholic take on an espresso martini. | Photo courtesy of Toro Toro
Along with coffee, tea is getting some play as a base or flavor component in alcohol-free cocktails. At Compere Lapin restaurant in New Orleans, Oregon Chai concentrate is mixed with Dhos bittersweet non-alcoholic aperitif, pineapple juice and simple syrup for the Everybody’s Heard drink, served with ice and garnished with a pineapple wedge.
Wellness is the theme at Nami Nori, a New York-based Japanese restaurant specializing in hand rolls. The team launched a limited-edition non-alcoholic menu crafted in collaboration with Apothekary, an herbal medicine brand. The drinks rely on Japanese botanicals and reflect the restaurant’s culinary roots. The N/A lineup includes Tropicale with cherry blossom, mango, ginger, lime, shiso and tonic; Bonfire Punch with yuzu, pineapple, agave, lime and smoked shishito; and Beachpath, with Japanese maple, seaweed, coconut, grapefruit and lime. There’s a trend towards using functional ingredients in zero-proof cocktails, and several of Apothekary’s products produce calming effects.
A trio of zero-proof cocktails at Lazy Dog. | Photo courtesy of Lazy Dog Restaurants
This January, casual-dining chain Lazy Dog Restaurants rolled out Mindful Meals, a menu of seven well-balanced items that are naturally high in protein and lower in calories. In sync with that theme, the Newport Beach, California-based chain introduced three new zero-proof cocktails created with real fruit purees and house-made elixirs. The selection includes Cold Brew Carajillo, a blend of cold brew and vanilla-orange syrup; the Strawberry Jalapeño Mockarita made with zero-proof mezcal, crushed fresh strawberries, jalapeño and agave with a chamoy and salt rim; and the Pomegranate Sour Fauxtini, a mix of zero-proof pomegranate elixir, citrus foam and dehydrated lime.
Dry January has come a long way since its beginnings.
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