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Dry January: Examining Gen Z Habits, Social Disconnection and Drinking Habit Changes

Gallup data shows alcohol consumption among adults under 35 dropped from 72% in early 2000s to 50% in 2025 as nonalcoholic drink sales near $925 million annually.

Summary by The Oregonian
A shift is reshaping social life, public health and the alcohol industry, but whether Americans are truly drinking less — or just differently — depends largely on how data is measured.

9 Articles

Fridtjof Nicklas, Senior Research Lead and strategist at September Strategy & Research, explains why Dry January reveals more about our society than about alcohol and how brands can use consumers' new awareness for themselves.

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Irish Independent broke the news in Ireland on Wednesday, January 7, 2026.
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