WASHINGTON, January 16, 2026 — Sixty percent of young Americans plan to participate in Dry January this year, signaling a significant shift in how Generation Z approaches alcohol consumption and wellness.
A Sober-Curious Generation Takes the Pledge
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A growing number of Gen Z adults are opting for alcohol-free lifestyles, driven by concerns about mental health, finances, and overall well-being.
- A recent survey of 2,000 Gen Z individuals revealed that 60% intend to complete Dry January.
- Improving mental health (63%) and saving money (57%) are the primary motivations for participating.
- Nearly two-thirds (63%) of Gen Z are considering quitting alcohol altogether.
- Alcohol is losing its “cool” factor, with 27% stating it no longer feels appealing.
For many, Dry January isn’t just a temporary pause; it’s a gateway to re-evaluating their relationship with alcohol. It’s a subtle kickoff to many wellness journeys that may become a new lifestyle practice or a test to know you have the discipline to conquer the rest of the year. Gen Z is leading the charge, demonstrating a markedly different attitude toward drinking than previous generations.
“The data shows that Gen Z is gravitating towards drinks that feel better physically and emotionally,” said Miriam Aniel Oved, Consumer Trends Analyst at Tastewise. “This generation is incredibly sober-curious and ingredient-savvy, which is why we see it embracing functional mocktails, hydration-forward beverages, and alcohol-free mixes that transform celebratory occasions into wellness-centered rituals.”
@claaaarke a little dry january rant/draft—I love a French 75 as much as the next person but pls don’t think alcoholism or addiction only looks like one thing. it’s not just your annoying uncle leroy or the guy who chased you down the street in downtown atlanta… it might be you too pookie
in all seriousness, alcoholism and addiction do not have to be a defining characteristic of youth in the way that we see it glamorized now. do what you want at the end of the day, but for my young followers who are trying to figure it out… you can be cool and have fun without it
The Costs of Drinking Extend Beyond Finances
While the desire to save money (57%) is a significant driver for Dry January participation, the motivations run deeper. Forty-three percent of Gen Z participants hope to improve their physical appearance, and a substantial 68% have experienced negative consequences related to alcohol consumption. These incidents include 29% reporting injuries while drinking, 26% experiencing memory gaps from one-night encounters, 20% arriving at work intoxicated, and 10% admitting to driving under the influence.
Despite a general trend toward reduced alcohol consumption—44% of Gen Z reports drinking at least once a week—many young adults grapple with concerns about their habits. Nearly half (47%) have questioned whether they drink too much, and one in five worry about their partner’s drinking.
A Shift in Beverage Preferences
As Gen Z reconsiders alcohol, they’re embracing alternatives. Oved notes a 61% year-over-year increase in mentions of “hydration” and a 42% rise in “serenity” among this demographic. Ingredients like coconut water, adaptogens, ginger, and elderflower are gaining popularity in non-alcoholic beverages, transforming celebratory occasions into wellness-focused experiences.
The cultural perception of alcohol is also evolving. Twenty-seven percent of Gen Z no longer view alcohol as “cool,” and 18% have already stopped drinking altogether. Nearly two-thirds (63%) are considering complete abstinence. For a generation prioritizing well-being, the drawbacks of alcohol are increasingly outweighing the perceived benefits.
Furthermore, 48% of Gen Z spend $150 or more on alcohol monthly, with one in five exceeding $300.
