The latest research shows something far more interesting — and far more consequential for brands, retailers and anyone paying attention to cultural change. Nearly one in four U.S. adults who drink alcohol say they are participating in Dry January or its increasingly popular cousin, Damp January. Those choosing moderation over abstinence are significantly more motivated by physical health, weight and fitness, and mental clarity than their Dry January counterparts. Both are participating in Dry and Damp January at similar rates — but they are not approaching it the same way. We live in a world where intentional drinking, shelf space, menu placement and messaging matters more than ever, because consumer moderation isn’t abstinence for one month anymore.