A leading health expert has issued a stark warning about the popular Dry January challenge, arguing it promotes a damaging 'binge or bust' mentality towards alcohol. Julian Braithwaite, CEO of the International Alliance for Responsible Drinking, cautions that the well-intentioned month of abstinence may not lead to lasting behavioural change.
The 'Binge or Bust' Cycle
Mr Braithwaite explained that the challenge is frequently taken up by individuals who have been drinking more heavily in the festive run-up to the New Year. While many participants report feeling better, with benefits like improved sleep and mental wellbeing, these short-term gains often fail to translate into a sustained reduction in drinking.
'One major UK study found that although 25–27 per cent of drinkers tried to cut down during Dry January, there was no population–level reduction in alcohol consumption,' he told the Daily Mail. His concerns are echoed by Dr Niall Campbell, a consultant psychiatrist at the Priory, who warned that using the month as an 'excuse to drink to excess in December and February' misses the point entirely.
Shifting Trends and the Search for Sustainable Habits
Despite these warnings, polling suggests nearly one in three Brits – equivalent to 17.5 million people – plan to participate this year. This comes against a sobering backdrop of 7,673 alcohol-related deaths recorded in England in 2024.
However, research indicates a shift in attitudes, particularly among younger generations. Data from research firm IWSR shows that month-long abstinences like Dry January and Sober October are becoming less popular with Gen Z. The proportion of UK Gen Z drinkers who abstained for a month or more in the last six months fell from 33% last autumn to 24% this year.
'Temporary abstinence appears to be less central to moderation strategies than it once was,' noted IWSR President Marten Lodewijks. Instead, experts observe a trend towards more mindful consumption, such as 'Zebra striping' – alternating alcoholic and non-alcoholic drinks – and choosing fewer but higher-quality beverages.
What Does Effective Long-Term Change Look Like?
The core criticism from experts is that a single month of abstinence is not a silver bullet. 'If you want to change your relationship with alcohol longer–term, a single month of abstinence is not necessarily the answer,' Mr Braithwaite stated. He advocates for a focus on developing moderate, sustainable habits that allow adults to enjoy the social aspects of drinking while managing health risks sensibly.
This perspective does not dismiss the potential benefits of Dry January entirely. Research led by Dr Richard de Visser at the University of Sussex found that participants in the 2014 campaign showed reduced drinking levels and increased confidence in refusing alcohol even six months later. Furthermore, short-term health benefits can include reduced liver fat, blood glucose, and cholesterol.
The challenge, launched as a public health campaign by Alcohol Change UK in 2013, remains a popular reset. Yet, the consensus among specialists is clear: lasting health improvements require a consistent, year-round approach to moderation rather than a cyclical pattern of excess and abstinence.
