Dry January has become Dry February and beyond

The "damp" or "dry" lifestyle has gone beyond January, with Google searches for "Dry February" ratcheting up this month in Seattle and across the U.S.

Why it matters: Huge interest in the annual monthlong booze-free challenge highlights a change in the way Americans think about alcohol.

By the numbers: In Seattle, sales of non-alcoholic beer in the first four weeks of January skyrocketed to $1.25 million in 2024 from $304,000 in 2020.

• Over the same period nationally, sales of non-alcoholic beer hit $42.7 million this year, up from $13.5 million four years ago.

The big picture: Regular beer sales have been fairly flat across the U.S. while non-alcoholic beer is on the rise, according to NIQ, which tracks buying behavior.

• Only 62% of adults under 35 say they drink , down from 72% two decades ago, according to the latest Gallup data.
• Whole Foods Market now sells more non-alcoholic Athletic beer than any other brand of beer, with or without alcohol, the Wall Street Journal reports.
• Mocktail brands have similarly surged in popularity, with some boasting of adaptogenic benefits .

What's next: Alcohol-free beer is already big, but alcohol-free wine has major potential.

• A growing number of customers are replacing their ritualistic evening glass of wine — which often hurts their sleep quality — with a non-alcoholic version, said Brianda Gonzalez, owner of alcohol-free store The New Bar .

Go deeper: The best non-alcoholic beers

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