• This year, Dry January coincided with the US Surgeon General's call for cancer warnings on alcohol.
• The CEOs of Heineken USA and Athletic Brewing told BI that drinking trends are moving toward moderation.
• While the space is becoming more popular, widespread availability can pose friction in adoption.

Dry January participants were given extra incentive to stay sober this month as the US Surgeon General said alcohol is a leading cause of preventable cancer and called for a warning label on alcoholic products.

US Surgeon General Vivek Murthy's advisory, announced on January 3, comes as a number of non-alcoholic drinking brands and sobriety-related trends, like sober curiosity or intermittent sobriety, have gained traction in the US.

However, CEOs of companies selling non-alcoholic beverages say the evolving attitudes toward drinking don't mean alcohol is on its way out.

"It's not that there is, like, a big prohibitionist movement or a sober movement, necessarily," Bill Shufelt, the CEO of non-alcoholic beer brand Athletic Brewing said in an interview with Business Insider.

Today, there are more options on store shelves to moderate alcohol intake while providing a similar taste experience. "Even two years ago," Shufelt said that there was "very little availability and awareness." Now the category is on the cusp of a "big societal breakthrough," the CEO said.

The increasing availability of non-alcoholic beer and spirits comes as studies suggest drinking rates have decreased among young Americans. Gallup data published in August also indicates a shift in perception of alcohol. The report said 45% of Americans view alcohol as bad for health, which is a 6% increase from the year before and 17% increase since 2018.

Dozens of celebrities have spoken out about their sobriety in recent years, with some even establishing their own non-alcoholic drink brands, including Katy Perry's De Soi, Blake Lively's Betty Buzz, and Tom Holland's Bero.

Shufelt said the availability of quality alternatives has given consumers the ability to drink non-alcoholic beer without changing their lifestyles.

Leaning into moderation

Both Athletic Brewing's CEO and Heineken USA's chief executive, Maggie Timoney, told BI that as more options are sold in bars and stores, buying behavior is leaning toward moderation over strict sobriety.

Shufelt said 80% of Athletic Brewing customers still drink alcohol, suggesting that most of its customer base isn't traditionally sober.

Heineken's Timoney pointed to NielsenIQ data from 2023 that indicated over 93% of non-alcoholic consumers also purchased alcohol, a 13% jump from the year prior.

The shifting mindset toward drinking can be seen in trends like Dry January, which has evolved for some into the more flexible approach of "Damp January," in which participants cut down on their alcohol intake for the month without fully eliminating it. Some have credited the less drastic approach for helping them moderate their alcohol consumption after the monthlong challenge ends.

Timoney said evolving attitudes toward non-alcoholic beverages stems in part from a desire to participate in occasions where others are drinking.

"It's linked to the health and wellness macro trend," the Heineken executive said, as well as occasions, "because people still want to have a sense of belonging."

Both companies have been making non-alcoholic beer for more than half a decade. Athletic Brewing was launched in 2018. In 2019, Heineken, which has experimented with non-alcoholic beer in the past, launched the non-alcoholic Heineken 0.0 in the US.

Over the last few years, other non-alcoholic drink companies like Free Spirits and Spiritless joined the space. Now, there are a number of non-alcoholic brands making the option to enjoy a mocktail or beer-like drink more widespread.

Athletic Brewing's Shufelt said that the proliferation of non-alcoholic options has expanded "menus and occasions" and has created excitement in the adult beverage industry.

Milan Martin, the CEO of Free Spirits, told BI the rise of participants in Dry January and the decline in some alcoholic drink sales isn't a sign that the alcohol industry "is in trouble" or that it's "going away."

"It's just that people are now just drinking more mindfully and more with an eye to moderation because they have the data," Martin said.

'Bars and restaurants are leaving a lot of money on the table'

While the sale of non-alcoholic beer and spirits has grown in recent years, the segment is still a fraction of overall alcohol sales.

Shufelt said the relative availability of non-alcoholic options is "probably the biggest friction" in people regularly buying the products. He said that Athletic Brewing products are on less than 10% of restaurant menus in the US and as he sees it, "bars and restaurants are leaving a lot of money on the table."

Martin said that for those looking to drink moderately, it can be challenging "if they have to go out of their way to try your product or keep drinking your product."

In an effort to reach more consumers, Heineken plans to expand its 0.0 brand across two major US convenience retailer chains and launch a 12-pack of the non-alcoholic beer bottles for the first time this year.

Timoney told BI that while stigmas around non-alcoholic beer are "easing, they still remain a hurdle."

A Heineken study released on January 2, conducted in collaboration with a professor at the University of Oxford, surveyed 2,413 Americans. The study found that 16% of those in the US said they felt the need to justify their choice of low- or no-alcohol drinks at social gatherings, and 13% said they concealed those choices due to social pressures over the past year.

"Often, the hesitation comes from outdated perceptions— people assume it won't taste like beer," the CEO said. "But the reality is, once they try it, they're amazed."

• I tracked how much I drank every day for a year.
• Moderate drinking is one drink a day for women, not exceeding 7 a week.
• I exceeded that amount half the time, drinking more during the summer and holidays.

In my head, I was great at drinking less in 2024. I rarely had more than two drinks per occasion, ordering more mocktails and N/A beers.

My journal tells a different story.

Back in 2023, I started writing down how many standard drinks I had per day in addition to my daily entries. I knew alcohol could impact my physical and mental health, so I wanted to factor it in to see how it altered my mood.

After the US Surgeon General announced alcohol's link to cancer last week, I decided to crack the numbers over the whole year. While there's no safe amount of alcohol to consume, the National Center for Health Promotion and Disease Prevention has guidelines for moderate drinking. Women shouldn't have more than one drink a day and seven total a week.

For 26 out of 52 weeks, I went above that limit.

Looking back, I saw patterns around when I'd drink and how I felt before and after. Going into 2025, it's convinced me to become "dry by default" and create tighter rules around drinking.

I didn't feel like I was drinking a lot

I have never blacked out. I also never drink alone and rarely in my home, unless we have guests over.

Still, I got a 50% moderate drinking grade for 2024 — a big F. Because there were times I had three drinks throughout the whole day, I had only one memory of actually being drunk — one I excused in my mind because it was at a wedding.

The times I had four drinks in a day, no matter how spaced out they were or how sober I felt, qualified as heavy drinking for women, according to the National Institute on Alcohol Abuse and Alcoholism.

Part of the issue was my own knowledge of what qualified as healthy. I didn't know that I should cap myself at one drink a day — I always aimed for two max, which is the healthy limit for men.

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My drinking ramped up as I socialized more

The periods I drank the most were early summer and the holidays when I had the most plans. I also got married this year and had a few small events to celebrate, which led to more drinking.

There are social benefits to drinking in moderation. The problem is when I'm having a good time after one glass of wine, I often want to maximize that feeling by ordering one more. Even when I limited myself to two drinks per occasion, those cocktails added up when I went out four times a week.

I drank less when I had a big goal

My healthiest drinking periods coincided with training for my first marathon. I often had only a few drinks the whole week because I was getting up early to run four times a week, and I abstained from drinking the week before the race. As an added bonus, I looked less puffy in my wedding photos.

Giving up alcohol is the hardest for me when it feels like a punishment, like I'm removing some pleasure from my life for the nebulous goal of being healthier. It was much easier to order that Phony Negroni when I had a higher purpose or goal. It made me feel dedicated and confident. I was someone who could hang with my friends and still make it to that morning run.

Now, I'm doing Dry January and plan to continue when the month is up. The biggest shock from tracking my data isn't that I drank more than I thought; it's how much happier and more fulfilled I was when I didn't at all.

• The US Surgeon General announced that alcohol causes cancer.
• The "1-2-3 rule" can help you cut down on drinking, especially in social settings.
• Limit yourself to 1-2 drinks a day, never exceeding three.

The US Surgeon General Dr. Vivek Murthy issued a warning Friday, saying alcohol causes cancer and no amount of alcohol is safe.

Still, going fully sober doesn't always work for everyone.

Katherine Metzelaar, a registered dietitian, told Business Insider that, unless a client has experience of substance abuse, she usually recommends drinking in moderation over participating in events like Dry January.

"Cutting it out entirely often leads to the cycle of restricting alcohol and then binging alcohol," Metzelaar told Business Insider.

To make alcohol moderation less vague, some people follow the "1-2-3 rule," a rough guideline on how much to drink each day. According to the US Coast Guard, the 1-2-3 rule is:

• No more than one standard drink per hour
• No more than two standard drinks per occasion
• No more than three drinks a day (more than three constitutes binge drinking, according to the National Institute on Alcohol Abuse and Alcoholism)

Metzelaar says there "isn't a one-size-fits-all answer" to alcohol consumption, but the 1-2-3 rule roughly falls in line with the CDC's advisory of no more than a drink a day for women and two drinks a day for men.

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She said not a perfect rule, especially since drinking notoriously makes it tougher to control impulses or always keep track of drinks.

For some, it can be a helpful starting point for cutting down on alcohol, particularly in social settings.

Set an intention before drinking

Metzelaar said guidelines like the 1-2-3 rule can help some people stick to a plan. At the same time, drinking can make you lower your inhibitions and go for that third drink every time.

To make the most of the rule, she recommended setting an intention before a social event, such as only having one drink that evening, drinking water between each alcoholic beverage, or ordering mocktails all night.

Knowing your triggers

To really keep up the habit of alcohol moderation, Metzelaar suggests journaling how much you drink every day to "get a sense of what the patterns are."

Because the rule isn't foolproof, she said it's helpful to know the emotions behind wanting to drink more, such as social anxiety. "That's worth getting really curious about," she said.

Caroline Susie, a registered dietitian who primarily works with women, said her clients have tracked patterns like work stress or coping with childcare responsibilities. That can help them know when they're more tempted to go over the 1-2-3 rule.

You still shouldn't drink every day

Even if you follow the 1-2-3 rule each time you go out, you should also be mindful of how often you consume alcohol in general. Studies show that drinking 1-2 drinks a day is still linked to cancer.

Alcohol is the third leading cause of preventable cancer in the US, after smoking and obesity, according to the US Surgeon General's advisory.

To lower your intake, Metzelaar recommends going without alcohol for at least a few days a week. For example, you might abstain from drinking during the week and then have a glass of wine with friends over the weekend. Some people prefer being "dry by default," only drinking on rare occasions.

With the growth of the sober-curious movement, Susie said it's easier than ever to make alcohol swaps with N/A beers and sparkling water when you're socializing.

"There are just so many things that you can reach for that can still feel like a treat," she said.