SAINT PAUL, Minn. — The Dry January trend has grown in popularity over the past few years.
According to food and drink research firm CGA, there's a rising percentage of people taking part. 35 percent of adults in the U.S. skipped alcohol in January 2022 compared to 21 percent in 2019.
Alexandra Zauner is the co-founder of Lucille's. She sells non-alcoholic drinks, hosts alcohol-free experiences, and just launched an online bottle shop.
On Saturday, she was helping a customer look through her display at Larissa Loden in Saint Paul. During January, Lucille's offers a pop-up with alcohol-free wine, cocktails and other beverages in the store.
"Dry January is all about exploring, 'What does my life look like without alcohol?'" said Zauner.
Zauner stopped drinking nearly a decade ago.
"I got myself into situations where I would blackout or I would do things that I don't remember," she said. "I really became someone that who didn't really align with my values and who I wanted to be."
Her podcast, Creating Ripples, encourages folks to explore their best version.
Zauner named the business after her grandma, who always supported her growing up. Now, she wants to support others going through similar experiences.
"I think sometimes we give alcohol a lot of power," she said. "It gives us confidence and allows us to have fun. I truly believe we have all of those things within ourselves already."
For those struggling with alcohol use, health experts say it's important to consult professionals as certain substitutes may not necessarily be risk-free.
But Zauner says those thinking about committing in January don't necessarily need to make long-term promises.
"It might catapult you into more mindful drinking," she said.
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