The holidays might once have been synonymous with boozy parties and champagne toasts, but this year, many Americans are swapping spirits for sobriety.

According to research from Circana, nearly one in two Americans (49%) say they’re trying to drink less in 2025 — a 41% increase since 2024 — and the trend is lasting well beyond “Dry January.”

Circana says it research shows a sober-curious shift is accelerating, and it’s redefining how Americans celebrate:

According to Circana, 65% of Gen Z plan to drink less next year, and 39% are going completely dry. The top reasons for cutting back include improving physical health, saving money, and boosting mental health.

Fifty-eight percent plan to try a nonalcoholic drink in 2025, and over one in four plan to sample THC- or CBD-infused beverages.

Twenty-two percent plan to visit sober bars, with Gen Z (41%) leading the charge.