For those who look to January as a way to reduce alcohol intake, new research from consumer insights platform Veylinx suggests that abstinence events like “Dry January” are more than just a fad.

Health-Ade, Torrance, Calif., is launching Keep The Happy in Happy Hour, a campaign to kick off the new year and inspire consumers to choose kombucha as they look for alcohol swaps. 

Dry January continues to gain popularity among the “sober curious” looking to experiment with the alcohol-free lifestyle. To assist those who want to give it a try, Minneapolis-based Hairless Dog Brewing Co. has revealed its Dry January Survival Kits. 

For the third consecutive year, non-alcohol beer brand O’Doul’s released a limited-edition can design in honor of Dry January.