“Not Drinking" - is this really the best phrase we can imagine?

Not because you’re ashamed, but because the language itself feels like a refusal. A step back. A missing piece of the puzzle.

We get it at Counter Culture Drinks. Imagination is our secret weapon. We’re all about flipping expectations, dreaming up new ways to shake up the old rules, and looking at things differently - because honestly, why follow the status quo when you can have a bit more fun and invent something better?

We’ve noticed English has this weird habit of defining alcohol-free choices by what they aren’t.

• I’m not drinking.
• I don’t drink.
• No thanks, no alcohol for me.

Even when you feel fantastic about your decision, the phrase can make it seem like you're exiting the party instead of just choosing your own way to be in it. So, as we dive into the Dry January^® challenge, here’s a question worth asking:

Why isn’t there a better, more positive way to say you’re not drinking? And what if we just stole one?

The Problem with the "Negative Frame"

In English-speaking cultures, we notice alcohol is often the default at social gatherings. But here’s where our imagination kicks in at Counter Culture Drinks - we don’t just see things the way they are, we ask: “How could this be different?” So, when we opt out, the language instantly paints us as the odd ones out. It’s subtle but it’s powerful. Saying "I'm not drinking" does a few things at once:

• It puts alcohol front and centre.
• It positions you as declining something everyone else is having.
• It makes your choice sound defensive, like it needs an explanation.

Imagine if we talked about food the way we talk about alcohol. I wouldn’t go around saying, “I’m not eating cake tonight,” just because I want a different dessert. I’d simply say, “I’ll have the sorbet, please.” But when it comes to alcohol, we’re pushed to focus on what’s missing instead of what we’re choosing.

Drink Less, Try More...Languages

Our motto for this year's Dry January^® challenge is "Drink Less, Try More" so let's try to see how our overseas friends go about it.

Here’s where it gets interesting for us. We’ve seen so many cultures with more positive, go-to options that flip the whole conversation. For them, it’s not about what you’re missing out on - it’s about the choice you’re making.

The "Taking a Break" option

This might be our favourite fit for your Dry January^® challenge and beyond. Instead of slapping on a permanent label, we see loads of folks (ourselves included) framing it as a temporary, positive move.

• French: Je fais une pause (I’m taking a break).
• Dutch: Ik doe even rustig aan (I’m taking it easy).
• Japanese: They have a wicked term: 休肝日 (kyuukanbi) - which literally means “liver-rest day.”

Now that’s a different vibe, right? A break is healthy. A rest day is intentional self-care. It’s a power move, not a surrender.

The "Alternative First" option

For us, the smoothest move isn’t to declare we’re not drinking at all. We just say what we are drinking. It’s all about letting imagination take the reins - dreaming up new drinks, new moods, and new rituals that make the night unforgettable without the booze. We’re still in the thick of it, glass in hand - just a different one this time.

• “I’ll have a Counter Culture kombucha please.”
• “I’m trying the 0% menu tonight.”
• “I’ll have something non-alcoholic, what kombucha do you stock?”

We don’t need a “not” in the sentence, because what we’re doing is a positive choice. The more we normalise alcohol-free drinking, the less we find ourselves explaining anything at all.

So, what should we say instead?

If English doesn't have the perfect everyday term, we’ve got two choices: we invent one, or we borrow one. Indefinite borrowing is basically our style at Counter Culture Drinks - why stick with old habits when there are brilliant ideas out there begging to be stolen?

Here are a few phrases we love to use ourselves:

• “I’m going alcohol-free.”
  Simple, clear, and positive. Try it: “I’m alcohol-free tonight.” It states what you’re choosing, not what you’re rejecting.
• “I’m on a break.”
  This has forward momentum. “I’m on a booze break” or “Taking a January pause” frames it as a conscious reset.
• “It’s a liver-rest day.”
  A playful, health-forward nod to our friends in Japan. It’s confident and needs no apology. Who can argue with giving your liver a day off?

Change the words, Change the vibe

For us, words aren’t just labels - they’re social cues packed with meaning. When we say “not drinking,” it sounds like we’re stepping out of the action. But when we say “I’m alcohol-free tonight,” we’re stepping into the moment on our own terms. Same move, totally different vibe.

Maybe that’s our real mission at Counter Culture Drinks. For us, the Dry January^® challenge isn’t just about teaching ourselves to say no to a drink - it’s about finding smarter, fresher ways to say yes to the occasion, but always on our own terms.

So, here’s our challenge to you: this month, we’re inviting you to swap out the sentence.

Instead of:

• “I’m not drinking.”

Try out the following instead:

• “I’m alcohol-free tonight.”
• “I’m on a reset.”
• “I’m taking a pause.”

And if anyone asks us why? Just say the truest thing of all:

• “Because it feels good.”

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