Vote: did fewer people drink alcohol this January compared to previous years?

By Ed Bedington

- Last updated on GMT

Operator opinions: have you seen more customers turning away from alcohol this year? (image: Getty/Henrik Sorensen)
Operator opinions: have you seen more customers turning away from alcohol this year? (image: Getty/Henrik Sorensen)

Related tags Soft drink Low to no

Reports are claiming that growing numbers of consumers are embracing the dry January challenge this year more than ever.

According to research by the British Beer & Pub Association (BBPA) almost as many people said they were looking to go teetotal for January as any had over the last 10 years.

  •  Has your pub been impacted by dry January? Are you seeing more consumers turning away from drink this year compared with previous? Let us know on the poll below


Have you noticed fewer people drinking alcohol in your pub in January 2024 compared to previous years?

  • Yes

  • No

  • About the same


A survey of more than 2,230 people by the BBPA revealed that 263 (11%) were aiming to have a dry January and a third of those were doing it for the first time.

Drinks sales

According to CGA data, drinks sales in pubs and bars over the past fortnight were down 7%​ in total on last year, and spirits sales were down 19%.

Meanwhile, Alcohol Change UK, the charity organisation which launched the Dry January campaign more than 11 years ago, said record numbers of people were downloading its Dry January smartphone app.

BBPA chief executive Emma McClarkin told The Guardian​ newspaper pubs needed to adapt, offering more low and no options and creating broader appeal for community groups.

Emerging trend

“Most of us want to compensate for our Christmas indulgence and January seems the perfect time to do that. What we want to get across is that [pubs] are the hub in the community, we are the heart of the high street, and we’re the place people can go regardless of whether they’re having an alcoholic beverage or not,” she said.

Another emerging trend is growing numbers of older consumers are joining younger generations in embracing cutting back in January.

The survey by the BBPA revealed an increase in people over 55 and above taking part in dry January when compared to the year before.

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