From Dry January to Damp January: how the January challenge is changing

Dry January was born as a clear challenge: a whole month, zero alcohol, to question habits after the holidays. In recent times, however, the concept has been evolving towards something softer, renamed 'Damp January'.

The substantial difference

Damp January does not ask for total abstinence, but for a conscious reduction: fewer occasions, less quantity, more attention to what and how much you drink. It is an approach that is best suited to those who do not want to experience the month as a deprivation, but as training in moderation.

What it means for those who organize an aperitif

Having quality non-alcoholic alternatives on the menu allows those who participate in Dry or Damp January to still remain in the social ritual of the aperitif, without feeling excluded. And this is precisely the strength of a good mocktail: being part of the party, not being the lesser version of it.