Dry January, a one month alcohol-abstinence campaign which started in the UK in 2013 with 4,000 people, has officially become a thing. By 2018, four million people participated in dry January. And this year Whole Foods Market has named “zero-proof drinks” as one of its Top 10 Food Trends for 2020.
This is interesting in the year that also marks the 100th anniversary of Prohibition. Then, the prospect of an alcohol-free existence was met with a more sober/less enthusiastic response. And also a less sober one – it backfired greatly and drove drinking under the table. Apparently Mary Pickford’s mother bought up the stock of an entire liquor store before the sale of alcohol became illegal to seize upon a loophole allowing folks to consume alcohol already in their homes. Talk about proactive!