I recall about a decade ago when a celebrity was talking about his resolution to abstain from alcohol for the month of January as a way to detox from the holiday celebrations that preceded it. It was probably the first time I had heard of what commonly is known as Dry January. Beyond this abstaining month, 12 years ago was the founding of Sober October, founded as an Ocsober fundraiser in 2010 by Australian youth health organization Life Education.
There have been other attempts to expand the alcohol-free months, including Dry July or Sober September. Yet, recent research from global eCommerce accelerator Pattern shows that U.S. consumers are more eager to participate in Dry January than its October counterpart.