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At the start of each year, people globally put down the bottles in favor of non-alcoholic alternatives. Despite record numbers of participants in January 2025 according to Alcohol Change, UK, online mentions of the Dry January initiative were down 15% compared to 2024.
This report analyses what drove spikes in conversation, what alcohol risks and benefits are top of mind for X users in the UK versus the US, and the prominent non-alcoholic brands in consumer conversation.
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