Dry January participation jumped 36% in 2025 as consumers redirect spending toward wellness-oriented alternatives
Boston, MA., Jan. 6, 2026 — Dry January has evolved from niche wellness challenge into mainstream consumer behavior, with 47% of monthly alcohol drinkers having attempted the challenge. The shift reveals broader forces transforming how Americans approach daily beverage choices, particularly the migration toward functional drinks during alcohol abstinence periods.
The Consumer Spending Shift
When Americans eliminate alcohol in January, spirits purchases drop 39%, wine falls 36%, and beer declines 21% compared to December, according to Numerator’s analysis. Yet total beverage spending remains steady as consumers redirect dollars toward alternatives. Coffee and tea gain 46% during Dry January, while still water captures 32% more purchases and sparkling water increases 28%.
This redistribution creates opportunities for functional beverages occupying the intersection of hydration, energy, and wellness benefits. The economics favor brands offering botanical ingredients, moderate caffeine, and transparent formulations that signal health prioritization over stimulation maximization.
“Consumers are looking for beverages that support their wellness goals without compromising on taste or function,” said Tony Vieira, founder of Boston-based mōcean. “The shift we’re seeing isn’t just about removing alcohol. It’s about adding purpose to every beverage choice.”
Beyond January: Sustained Behavior Change
The phenomenon extends beyond January boundaries. Nearly half of Americans report trying to drink less alcohol throughout 2025, representing 44% growth since 2023. Among Gen Z, 65% plan reduced alcohol consumption, while 39% intend adopting dry lifestyles for the entire year.
Key demographics driving this shift include:
– High-income consumers earning more than $250,000 annually show 55% Dry January participation compared to 44% among those earning under $50,000
– Millennials aged 29 to 44 demonstrate highest engagement at 51%
– Among U.S. consumers, 84% now rate wellness as a top life priority in 2025
The Functional Beverage Response
mōcean exemplifies positioning through taurine-free formulation featuring Shiso, an Eastern adaptogenic herb with more than 2,000 years of traditional use, alongside Echinacea and Elderberry. The 130mg natural caffeine enables multiple daily servings rather than single high-intensity doses, addressing sleep disruption concerns that drive consumers away from traditional energy drinks.
The global wellness economy reached $6.8 trillion in 2024, growing 7.9% annually and consistently outpacing GDP growth. mōcean targets professionals aged 25 to 40 who have graduated beyond traditional energy drinks toward wellness-oriented functional beverages, positioning the brand within natural retail channels attracting health-conscious consumers.
For more information about mōcean, visit www.drinkmocean.com.
About mōcean
Founded by Tony Vieira, a 36-year beverage industry veteran who worked on Blue Moon and White Claw development teams, mōcean is a Boston-based functional energy drink featuring taurine-free botanical formulation with 130mg natural caffeine from green tea. The brand targets adults 25 to 40 seeking daily energy through Shiso, Echinacea, and Elderberry ingredients. Available on their website with Amazon availability slated for Q1 of this year.
For more information about mōcean, visit www.drinkmocean.com.
Press Contact:
Heather Holmes
heather@publicityforgood.com
1+(828)332-5307
publicityforgood.com
Dry January Energy Drinks Gen Z Mocean
Last modified: January 12, 2026
