Alcohol Change UK has joined forces with a range of partners for our 2026 Dry January® challenge campaign.
Returning for a fifth-year running is Lucky Saint, the UK’s number one alcohol-free beer and Official Beer of the Dry January® challenge, alongside purpose-driven fermenters Counter Culture Drinks as Official Kombucha and wonky-fruit infused healthy soft drinks brand DASH as Official Soft Drink, both returning for a second year. Joining the fold for the first time as Official Mocktail of the Dry January® challenge is naturally crafted non-alcoholic drinks brand Belvoir Farm.
The 2026 challenge has also signed CHANCE Clean Cider and Wise Bartender as Official Brands, alongside Championship football club QPR, online classes and experiences marketplace ClassBento, premium non-alcoholic drinks Nekta and achievement bracelet and wearables brand Notch as Official Supporters.
According to our research1, January 2025 saw 8 million people attempt a full 31 days off alcohol while a further 8.8 million cut down over the month, confirming that the New Year remains a time when many look to kick-start positive changes to their drinking habits. Official partners embody the spirit that a dry start to the year doesn't mean missing out, with participants encouraged to try new experiences and flavours as part of the Dry January® challenge that they can continue enjoying year-round.
Turning attention to 2026, Alcohol Change UK and partners will be creatively challenging people across the UK to tap into their own motivations for changing their relationship with alcohol – from improving their health, fitness and wellbeing to saving money and achieving wins in January and beyond. Central to this is the charity’s award-winning Try Dry® app, which has a feature that speaks to every motivator.
Those using the free, premium app for their Dry January® challenge can:
- Track their alcohol-free streak and money, calories and units saved
- Monitor their sleep, mood, wellbeing and cravings throughout the month
- Set missions and earn badges for being alcohol-free at activities such as pub trips, comedy nights, dates, birthdays, weddings and more
- Access deals, discounts and prizes to experiment with partner products and services in January and beyond
- Receive daily tips and advice for the challenge and beyond to get back in the driving seat with their drinking habits
- Continue to monitor and manage their drinking habits and take on other alcohol-free and cut-back challenges year-round
An independent study found that those taking on the challenge with Alcohol Change UK’s Try Dry® app and daily email journey double their chances of achieving a completely alcohol-free month vs those attempting 31 days off on their own. In addition, 70% of those who use these tools report still drinking less alcohol six months later - realising better health and wellbeing and reduced alcohol-related health risks long-term.
Danielle Houliston, Executive Director of Income and Engagement at Alcohol Change UK, said: “Every January, millions of people across the UK and the world take a month off alcohol. Our research tells us that there are many personal motivations behind giving the Dry January® challenge a go. Whether we want to free up a little extra cash in our pocket, find ways to improve our mental and physical health, unlock more time and energy to pursue the things that really matter to us or just take back control of our drinking habits, the Dry January® challenge and our Try Dry ® app are designed to make these goals a reality.
“This year, with our incredible partners, we’re aiming to capture imaginations and celebrate the wins - big and small - that we can all achieve in January and carry into the rest of the year. Each partner shares our ambition to challenge outdated norms around alcohol and champion a more empowered approach to our drinking habits. As we head into January 2026, we’re hugely grateful to Lucky Saint, DASH, Counter Culture, Belvoir Farm and all our official brands and supporters. With their backing, energy and creativity we’ll be able to reach people where they are and help them kick-start 2026 feeling happier, healthier and more in control of their relationship with alcohol.”
Luke Boase, Founder of Lucky Saint, Official Beer of the 2026 Dry January® challenge, said: “The greatest reward of drinking is the social connection, not the alcohol, and that doesn’t change during the Dry January® challenge. It’s a month where resolutions are made, and we believe socialising is as good a New Year’s Resolution as any. We’re excited to work with Alcohol Change UK for another year, where we hope to see record numbers of people taking on the Dry January® challenge and consciously making the choice to drink less alcohol throughout the year.”
Tom Smart, Co-founder and CEO of Counter Culture Drinks, Official Kombucha of the 2026 Dry January® challenge, said: “At Counter Culture, it is not fulfilling enough for us to simply sell as many drinks as we can. What gets us out of bed each day is the challenge of building a sustainable business with purpose and meaning. That’s why we're partnering with Alcohol Change UK again for the Dry January® challenge to support its mission to reduce alcohol harm, while celebrating kombucha as a delicious alternative to alcohol.
“Like Alcohol Change UK, we are not against alcohol, but we are against alcohol harm. Our vision is a society where drinking alcohol feels more like an indulgence and conscious choice, rather than an inevitability or necessity. We’re proud to back the Dry January® challenge for a second year and look forward to helping more people realise how drinking less means doing more for them.”
Jack Scott, Co-founder of DASH, Official Soft Drink of the 2026 Dry January® challenge, said: “We’re thrilled to partner with Alcohol Change UK for the second year running as the Official Soft Drink of the Dry January® challenge. At DASH, our mission is simple: make delicious drinks that do good for people and the planet. We use real wonky fruit, add water and bubbles - that’s it. This year, we’re showing you can have it all: go dry without giving up great taste, good times, or that fizz you actually look forward to. The challenge isn’t about restriction, it’s about discovery - feeling good, sleeping better, and still enjoying your nights out. DASH makes that switch easy with something grown-up, refreshing, and hangover-free.”
Charlotte Rogers, Senior Brand Manager at Belvoir Farm, Official Mocktail of the 2026 Dry January® challenge, said: “As the UK’s #1 Mocktail Brand, we’re thrilled to support Alcohol Change UK in the new year, starting with the Dry January® challenge. At Belvoir, we’re obsessed with creating the best-tasting drinks and ensuring that everything we make stays as natural as possible - using simple, carefully selected ingredients that taste delicious. Taking part in the challenge shouldn’t mean compromising on flavour or enjoyment, and our mocktails make that easier than ever by offering a genuinely delicious alternative, made with real fruit juices and a sophisticated taste that lives up to the original cocktail.”
To find out more about the 2026 Dry January® challenge by Alcohol Change UK, including how to take part and download the Try Dry® app, the tool to rule your Dry January® challenge, please visit www.dryjanuary.org.uk.
Contact
For interviews and tips on having a successful Dry January® challenge, or for further comment or interview from any of the partners in 2026, please contact [email protected].
References and additional information
1 Research conducted by Censuswide, among a sample of 2000 nationally representative UK general consumers aged 18+. The data was collected between 06.02.2025 - 10.02.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
