Beyond Dry January: no-alcohol deseasonalises in the US

No-alcohol consumption in the US market is outgrowing its association with short-term sobriety periods such as Dry January and Sober October, embedding itself in consumers’ everyday drinking behaviour and ironing out seasonal spikes.

While abstinence moments still play an important role in sales of no-alcohol products, analysis of IWSR US Navigator data shows that no-alcohol today has moved beyond being a purely resolution-driven category.

As early as 2019, the strongest period for no-alcohol sales in the US was the third quarter – a period that contains no major sobriety campaigns – accounting for around 27% of annual no-alcohol volumes, versus 22% in the first quarter, which includes Dry January.

“Year-round consumption has always been an important part of the no-alcohol category, even before the recent growth acceleration,” explains Koryn Ternes, IWSR Consulting Director Americas. “But it is also clear that the recent increase in no-alcohol sales is reinforcing everyday consumption, rather than amplifying sober-month peaks.”

This continued seasonal shift has seen the third quarter’s share of annual no-alcohol volumes in the US rise from around 27% in 2019 to more than 30% in 2025 YTD. The second quarter – another period without a major abstinence moment – is also accounting for a larger share of annual volumes now.

However, Dry January still has an important role to play in today’s US no-alcohol market, says Ternes. “January continues to generate a clear uplift in no-alcohol sales versus December, confirming that Dry January remains a meaningful moment for the category,” Ternes adds. “However, the magnitude of the December-to-January uplift has moderated over time, as December no-alcohol volumes have risen significantly.”