With the start of a new year, many people lean into a season of transformation, reevaluating personal values and habits, and some adults are opting to extend their commitment to sobriety beyond Dry January or begin a month-long journey without alcohol during Dry Feb. Dry Feb, a partnership between non-alcoholic brand Lyre's and Ezy Raise, is running to benefit the American Cancer Society, especially since evidence links alcohol to many types of the disease.
To participate in the Dry Feb campaign, people are invited to sign up and pledge to abstain from drinking for the month. As well as being able to join the challenge online, those in New York can opt to sign up for Dry Feb in person at Vanderbilt Hall in Grand Central Terminal and get a complimentary Lyre's cocktail.
What's Driving This Trend
- Extended Sobriety
- Many adults are opting to extend their commitment to sobriety beyond Dry January or begin a month-long journey without alcohol during Dry Feb.
- Non-alcoholic Brands
- Partnerships between non-alcoholic brands like Lyre's and organizations like Ezy Raise are becoming more common, offering alternatives to traditional alcoholic beverages.
- Alcohol-free Campaigns
- Campaigns like Dry Feb are gaining popularity and helping to raise funds for organizations such as the American Cancer Society.
Who This Affects Most
- Health and Wellness
- The extended sobriety trend presents opportunities for businesses in the health and wellness industry to provide support and resources for individuals looking to reduce or eliminate their alcohol consumption.
- Non-alcoholic Beverage
- The growth of non-alcoholic brands and campaigns opens up opportunities for the non-alcoholic beverage industry to develop innovative and appealing alternatives to alcoholic drinks.
- Charitable Fundraising
- Alcohol-free campaigns like Dry Feb create opportunities for the charitable fundraising industry to partner with brands and organizations for mutually beneficial initiatives.
