Joint’s Lou Fielding asks if brands could do more to reach consumers living ‘dry’ lifestyles beyond Dry January.

As I embarked on Dry January this year (allowing myself a small caveat of one or two nights off if there’s ‘something special happening’), I started to wonder whether it’s still a thing? Leaning into cliche, I pictured a healthier, more mindful Gen Z audience who are opting for sober raves, mocktails and Kombucha as standard?

So I grabbed a (not quite statistically robust) sample of under-30s at work to ask the question.

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Source: The Drum