Dry January struggles persist as Brits seek mindful drinking alternatives

Dry January remains a challenge for many Brits, with nearly half admitting they have never taken part. A new survey reveals mixed attitudes towards cutting back on alcohol, even as interest in lower-strength drinks grows. Now, bars and brands are responding with fresh options for those looking to drink more mindfully.

The latest figures show that 48% of UK adults have never joined Dry January. Of those who do attempt it, most give up by January 10th. Yet, despite the low participation, nearly a third (31%) are now making a conscious effort to think more carefully about when and how much they drink.

Half of Brits also avoid setting New Year's resolutions around alcohol, suggesting a broader reluctance to commit to strict changes. Still, demand for alternatives is rising. Almost a quarter (23%) would like to try lower-alcohol drinks at home, while the same number struggle to find lower-ABV cocktails when out. Over a third (36%) even want classic cocktails, like Mojitos, reimagined at reduced strength.

In response, Mermaid has launched 'Low Tide'—a new range of mindfully crafted, low-ABV cocktails. The move reflects a shift in habits, as 30% of people continue with Dry January even after an occasional slip-up.

The trend points to a growing preference for moderation rather than complete abstinence. With more Brits seeking lower-strength options, bars and brands are adapting their offerings. The introduction of drinks like Mermaid's 'Low Tide' suggests the market is evolving to meet this demand.