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North America

How Big is Dry January Now That Gen Z is 21?

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More than half of 21+ Gen Z and Millennials are planning to go sober this month… 

TL;DR

  • More than half of young people say they’re going to take the Dry January challenge
  • For these already sober-curious generations, a sobriety challenge does not stand in the way of having fun
  • Non-alcoholic drink brands remain popular with these generations, especially as they lean more into intentionally not drinking
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...

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