Is Moderation Overtaking Sober October in the UK?

For years, campaigns like Sober October and Dry January have encouraged millions of people in the UK to take a break from alcohol for a month. These challenges have been hugely successful in raising awareness about drinking habits and proving that a life without alcohol - even temporarily - can be refreshing.

But as 2025 unfolds, it is becoming clear: year-round moderation is overtaking month-long sobriety challenges. More people are choosing to drink less all the time, rather than give it up for just a few weeks.

Why Sober Months Took Off in the UK

It is no secret, the UK has had a drinking reputation. Afternoons in the pubs and binge drinking. The rise of Sober October and Dry January coincided with growing interest in health, fitness, and wellbeing. A month-long break felt achievable - a short challenge with a clear start and finish. Many participants reported better sleep, more energy, and even financial savings.

But for some, going “all or nothing” didn’t feel sustainable. After the month ended, old habits often crept back in.

The Shift Towards Moderation

Instead of abstaining for 30 days, more people are now adopting a moderation mindset:

• Drinking only on weekends

• Choosing low-alcohol or alcohol-free alternatives

• Setting personal limits (e.g. no more than two drinks at a time)

• Swapping out alcohol for mindful, adult alternatives like alcohol-free spirits, beers, and cocktails

This approach fits better into everyday life, especially for people who enjoy the social side of drinking but want to avoid the negative effects of overindulgence.

This is evident among the JOMO community too with 65% of our members also drinking alcohol but significantly cutting back. Many say their JOMO Club discovery boxes have helped in their journey to do this.

Why Moderation Is Gaining Ground in the UK

1. Lifestyle Balance - People want flexibility rather than extremes. A moderate approach allows socialising without guilt.

2. Growth of Alcohol-Free Options - With the explosion of alcohol-free spirits, beers, and wines, moderation is easier and more enjoyable than ever. JOMO Club is on a mission to make the best options more accessible.

3. Long-Term Health Benefits – Cutting back consistently has been shown to lower blood pressure, improve sleep, and support mental wellbeing.

4. Changing Social Norms – Younger generations are not the only generation drinking less than ever, all age groups are now shifting UK drinking culture towards acceptance of moderation.

Is Moderation More Effective Than a Sober Month?

Both approaches have value. A sober month can be a great reset - like pressing pause and reassessing your relationship with alcohol. But moderation offers sustainable, everyday change.

For many, moderation means they don’t feel the pressure to “make up for lost time” once a sober month ends. Instead, they’re building healthier habits that last all year.

The Future of Drinking in the UK

It seems the UK is moving from “stop drinking for 30 days” to “drink mindfully every day.” With wellness, balance, and moderation at the heart of modern lifestyles, it’s likely that year-round moderation will soon overtake month-long sober challenges as the dominant trend.