Dry January is largely credited to Alcohol Change, an organization based in the UK, who began the program in 2013 with around 4,000 participants. Since then, it has become a cultural phoenomenon, with the United States and several other countries taking notice and making the event a focus of major advertising campaigns.
Alcohol Change credits U.K runner Emily Robinson as the inspiration for the program. Before her first half-marathon in February 2011, part of her training regimen was to not consume alcohol during the training period. She joined Alcohol Change in 2012, and by 2013 the idea for the campaign was fully formed and launched in the UK to relative success. SInce then, the number of signups has grown year-over-year to a huge 130,000 official participants in 2022!
Learn more about Alcohol Change here, and bolster your Dry January with some of our award-winning Non-Alcoholic offerings from Retailer Portal! You can also follow our brewery highlights on our Instagram and Facebook for the whole month.