# Habit-Building Non-Alcoholic Challenges Boisson and Sunnyside Run the Dry(ish) January Challenge By Kalin Ned | Published 2026-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dryish-january-challenge References: [app.sunnyside.co](https://app.sunnyside.co/diagnostic/ss_DryishJanuary2026/0?utm_term=dj2026)  Boisson, a brand considered to be "the leading non-alcoholic beverage e-commerce platform," and [Sunnyside](https://www.trendhunter.com/trends/dryish-january1)," the popular [mindful drinking app](https://www.trendhunter.com/trends/soberly)," initiated a collaborative program titled the Dry(ish) January Challenge. This activation combined a digital habit-tracking application with a curated marketplace for [non-alcoholic beverages](https://www.trendhunter.com/trends/free-af) to support individuals moderating their alcohol consumption. The Boisson x Sunnyside Dry(ish) January Challenge allowed participants to select personalized reduction goals rather than enforcing complete abstinence. Individuals had the option to select their challenge — from going fully dry or drinking 50% less to committing to a weeknight dry or cutting 30% in 30 days. The program skillfully integrates Sunnyside’s structured coaching and community features with Boisson’s inventory of alternative drinks. Individuals who fulfill their chosen commitment will be rewarded by Boisson with a dedicated Dry January bundle from the site. Image Credit: Boisson x Sunnyside ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 33% | Activity: 43% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Personalized Wellness Challenges:** Personalized wellness challenges are gaining popularity as they offer tailored goals and rewards, providing a flexible approach to health and lifestyle improvements. - **Digital Habit-tracking Integration:** The integration of digital habit-tracking with lifestyle brands offers data-driven insights and support for personal growth initiatives. - **Non-alcoholic Beverage Expansion:** There is a rising demand for non-alcoholic beverage options, demonstrating a shift towards mindful consumption and alternative drinking experiences. ### Industries Being Reshaped - **Health and Wellness Apps:** Health and wellness apps are increasingly incorporating personalized coaching and community features, enhancing user engagement and goal achievement. - **E-commerce Platforms:** E-commerce platforms specializing in niche products like non-alcoholic beverages are disrupting traditional drinking norms and catering to emerging consumer preferences. - **Behavioral Health Innovation:** Behavioral health innovation is being driven by collaborations that integrate digital tools with lifestyle changes, fostering a more holistic approach to personal development. ## Related on Trend Hunter - [Trendy Sobriety Campaigns](https://www.trendhunter.com/trends/sober-chic.md) - [Alcohol-Free New Year Campaigns](https://www.trendhunter.com/trends/dash-and-dry-january.md) - [Mocktail Advent Calendars](https://www.trendhunter.com/trends/mocktail-advent-calendar.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/athletic-january.md) - [Mixed-ABV Beer Packs](https://www.trendhunter.com/trends/holiday-detox-pack.md) - [Non-Alcoholic Wine Clubs](https://www.trendhunter.com/trends/nonalcoholic-wine-club.md) - [Collaboration Dry January Podcasts](https://www.trendhunter.com/trends/chance-clean-cider.md) - [Dry January Kits](https://www.trendhunter.com/trends/sensori.md) - [Dry January Content Series](https://www.trendhunter.com/trends/dry-january-content-series.md)