Though plenty of Millennials (and even older Gen Z) likely rang in their new year with the traditional glass of champagne (or five), it might be their last drink for a while. In true challenge-loving style, young people in North America have latched onto “Dry January,” a campaign from the U.K. encouraging people to give up drinking for a whole month. YPulse has said for years now that Millennials, and now the old-enough-to-drink Gen Z, are sober curious generations. And while 2020 temporarily boosted their drinking habits, the returns of normalcy in 2022 re-booted their drive to cut back.  ...