Editor’s note: Today, the Denver Gazette begins publishing stories from the Colorado Network, a new cooperative of freelance journalists focused on covering news from all corners of the state, particularly areas that are undercovered now.

FORT COLLINS • Unlike five years ago, Taylor Strope won’t be heading into the New Year, and, more specifically, Dry January with any trepidation.

This time around, Strope, a Fort Collins resident and owner of Mountainside Events, has a more nuanced plan for what will be her second foray into Dry January with the end goal of going alcohol-free for the first 31 days of the year.

“I had a good experience when I tried it a few years ago,” said Strope, 32, “but the first few days were a little harder than I expected. Then, you start getting the itch to go out. It can be challenging.”

All signs indicate the odds are stacked more heavily in Strope’s favor for her second Dry January installation. The Fort Collins event planner not only has experience on her side, Strope’s partner will also be participating with her.

“We were just talking one night earlier (in December), and we both said, ‘Let’s take a break from alcohol after we get through the holidays,’” Strope said. “I think it will be much easier to do with someone else.”

Strope is hardly alone in wanting to use the month of January as a launch pad into a healthier and happier new year. More and more Americans are going all in on Dry January, a month in which one refrains from drinking alcohol as a personal challenge. A nonprofit in the United Kingdom was the first to campaign for a Dry January in 2013.

Civic Science, a Pennsylvania-based consumer analytics company, reported that 25% of Americans participated in Dry January in 2024 — up 9% from the 16% who participated in 2023.

The data further indicated that Generation Z members are much more inclined to carry the Dry January flag. Statista, a data and business intelligence platform, reported that “Among 21 to 24 year-olds, 75% claimed they were at least somewhat likely to take part compared to just 31% of drinkers 55 and older.”

‘The benefits are endless’

Fort Collins physician assistant Katha Maguire isn’t surprised by the uptick.

“The benefits are endless,” said Maguire, who owns Complete Wellness Family Wellness. “You are talking about improved relationships, added energy, better sleep, weight loss, greater financial security, and just being in a better mood.

“When my clients inquire about cutting back on alcohol or participating in Dry January, I tell them to do it. They can’t have a bad experience.”

Maguire, though, is quick to point out that if, one gets derailed on the quest to remain alcohol-free in January, the person should not throw in the towel.

“You have to give yourself grace and not beat yourself up,” Maguire said. “Tomorrow is a new day.”

The non-alcoholic beverage movement

In addition to having previous experience run and the support of her partner, Strope has one other ace in the hole. The non-alcoholic beverage market is booming, offering a much-needed reprieve for many wishing to scale back on their alcohol intake and or take part in Dry January.

“I have a non-alcoholic bottle of whiskey at home which is nice if I am in the mood for a cocktail minus the alcohol,” Strope said. “I’ve also tried a few non-alcoholic beers. The Athletic (Brewing Company) ones and the Heineken 0.0’s are pretty good. I feel like drinking is such a social thing, especially in Fort Collins, that having those alternatives is really nice.”

A Penn State University study reported in 2024 that sales of non-alcoholic beer, wine and liquor increased by over 30% from 2022 to 2023.

Wilbur’s Total Beverage General Manager Matt Dinsmore said his store’s inventory and selection of non-alcoholic beverages has grown exponentially in the past five years.

“I tell people we always had non-alcoholic beers like Coors Edge and Busch NA, but now we have three full (cooler) doors of different non-alcoholic beers,” said Dinsmore, who is in his 25th year working as the store’s general manager. “The quality has just gone up substantially. Our No. 1 seller is Athletic and it is absolutely shocking how much we sell of it.”

It isn’t just non-alcoholic beer that’s selling. Dinsmore’s store has 12 feet of shelving devoted to non-alcoholic wines and spirits.

“It doesn’t just sell in Sober October or Dry January, it sells year round,” Dinsmore said. “Coming out of Covid, I think there were a lot of people who might have drunk more for those two years than maybe they should have. They are sober curious, or maybe they want to take a break from drinking during the week — save the cocktails for Friday and Saturday — and non-alcoholic beverages enable them to maybe have that beer at dinner during the week without consuming alcohol.”

Booze still pays the bills

Dinsmore said he is not overly worried that the increased popularity of sober-challenge months and the rising sales of non-alcoholic beverages will cut into the bread and butter of Wilbur’s Total Beverage: alcohol sales.

“I’m not per se concerned,” Dinsmore said. “I have seen a lot of consumer cycles in this industry. We have seen it with bourbon and wine. To me, this is no different, and we will adjust our inventory to the demands of our customers.”

Streeter McClure, meanwhile, knows his numbers will be down in January.

McClure, a Denver resident owns Streeter Flynn Vodka which he launched in 2021. His distribution skyrocketed from 13 bottles in the first month to around 2,000 per month during that span. His brand is available in 400 Colorado locations with international distribution in three foreign countries, along with multiple states such as California and Texas.

“Booze pays the bills, but January is a slow month and our numbers will be cut in half,” McClure said. “People are pulling back on their wallets and spending less this month. They are going back to the gym and getting more health-conscious, and you also have Dry January. It’s a good strategy month for us, though. I’ll be hiring a couple of people for some important positions, and we will be ready to roll on Feb. 1.”

Adam Snow echoes similar sentiments.

The general manager of popular Fort Collins Old Town watering hole Steak-Out Saloon, Snow expects business will also be slower in January, but that the sales of non-alcoholic beverages — beer in particular — will continue to increase, just as they did throughout 2024.

“Our patronage is not just about drinking,” Snow said. “We currently offer five non-alcoholic beers at the request of our customers. A lot of our customers want to enjoy a social hour at our establishment with their friends and not necessarily consume alcohol. It’s good for us to offer multiple options and be welcoming to all customers.”

A New Year with new beginnings

Like Strope, James Jensen is another Fort Collins resident eager to take part in Dry January. And, in many ways, Jensen represents the face of Dry January and the growing movement away from social reliance on alcohol.

Jensen is 25, works as a bartender at the Back Door Grill in Fort Collins and successfully completed Dry January last year.

“I’ve done it before, and it was something I kind of enjoyed,” Jensen said. “I typically go out a lot during the holidays and actually have a lot of friends who have birthdays during the holiday months. January is a good time for me to reset, get a little more energy, and just be more productive. I think it will enable me to get back into a better routine.”

Said Taylor Strope, “My goal for Dry January is to use it as a springboard to change up some of my habits and to just feel healthier. I think cutting out alcohol for a month will give me a little more perspective and insight and just really be a positive way to start the New Year.”