The Spillover: A New Drinking Culture

Greg Langer

Millennials have enjoyed the adult beverages. Stats show them as the generation that has significantly outdrunk all other generations. Times are rapidly changing, and as we rocket into  2026, the drinks being raised across Canada are increasingly free from the spirits of the past. There is a growing wave of those embracing a sober-curious lifestyle or choosing to abstain from alcohol altogether.

The stats illustrate a compelling shift in how this generation is redefining its relationship with booze. Currently, 57% of Millennials plan to reduce their overall alcohol intake. Following Millennials, Gen Z has the lowest alcohol consumption of all the generations. Then, the older generations are in an age bracket where they naturally drink less. It all adds up to a major cultural shift toward moderation.

We can write Dry January off as another New Year’s Resolution that will disappear as quickly as a shot of tequila. It is delightful to scroll through the videos and memes that humorously reject Dry January as ridiculous. The sentiment behind Dry January has become entrenched in our society. 

Beyond the 31-Day Challenge

Many who commit to Dry January end up finding it morphing into a year-round commitment. Famously, on the Rich Roll podcast, Tom Holland shares the compelling story of how his attempt at Dry January led him to sobriety and the benefits that come along with it. Many are realizing that you don’t have to be Spider-Man to get those benefits. 

Over 66% of individuals aged 18–34 believe that even moderate alcohol consumption can be harmful to their health. The consumer trend for non-alcoholic beverages has exploded, with a remarkable 71% growth in 2024 alone. Sales of non-alcoholic spirits and ready-to-drink “mocktails” have surged by an astonishing 350%.

Dry January: Which Persona Are You?

We all know those who enjoy their daily glass of wine and are healthy, content, and completely in control of their consumption. And we know the people who are probably not in control. New personas have emerged, allowing people to identify themselves in social settings as we navigate parties, bars, restaurants, concerts, and other venues where alcohol is commonly consumed.  Do you fit into one of these personas? 

The Participant: Full commit! You’re looking for a complete “system reset.” Your goal is to kickstart the year with a clear mind, improved sleep, and the sense of accomplishment that comes from a 100% alcohol-free streak. Will your dry streak extend beyond January? 

The Damp: You’re not eliminating alcohol, but you are significantly reducing your intake. For you, it’s about balance, perhaps limiting drinks to weekends or enjoying “low-alc” options. Or, maybe you are all about quality over quantity; no more Jägerbombs to get smashed, now you are slowly sipping artisanal tequila or occasionally indulging in a craft cocktail.  

The Sober Curious: You are still enjoying your favourite drinks. But maybe the allure of the whole drinking thing has worn off, and you’re questioning whether there are better choices. You see friends enjoying themselves without alcohol; a couple of years ago, you felt like that could never be you, but now it’s becoming appealing. It seems a little daunting to change your social habits, but the seed has been planted, and it’s a matter of time before you give it a shot. 

The Business As Usual: Dry January Schmanuary. You are continuing to enjoy your libations with an ounce of guilt or regret. Life is good, why mess with it? You look at your friends who are pledging Dry January and laugh inside because you know as soon as February hits, they will go back to their old ways. Heck, many of them won’t even make it past the first week.

Non-Alcohol Refinement: Brands to Enjoy

Nobody wants to be the dude drinking a tall glass of 7-Up at the party. One of the roadblocks to moderation has been the lack of sophisticated non-alcoholic drinks that allow you to feel like a participant in the party. That is no longer the case. Many brands have jumped on the opportunity to take your money and give you fantastic products with zero alcohol and 100% party vibe. Canada, in particular, is home to some of the most innovative non-alcoholic brands in the de-alch category. Here are three that we have been enjoying this January:

The Beer Choice: Sober Carpenter (Montreal, QC) offers Ale Blonde, a microbrewery staple that demonstrates you can enjoy the craft beer experience without the alcohol.

The Wine Alternative: Freixenet Non-Alcoholic Sparkling (Penedès, Spain) delivers the refreshing, celebratory experience of a premium cava without the alcohol content.

The Cocktail Fix: Atypique RTD Cocktails (Quebec) provides ready-to-drink cans, from Amaretto Sour to spiced options, delivering the sophisticated “burn” and flavour of a cocktail at only 60-80 calories.