Dry January has steadily found its place in Monaco’s public health calendar, reflecting a broader European shift towards more conscious alcohol consumption…

After the excesses often associated with Christmas and New Year celebrations, the January Challenge offers residents a structured opportunity to pause, reset and reassess their relationship with alcohol. The principle is simple: no alcohol from 1 to 31 January, with the aim of improving sleep, energy levels, concentration and overall wellbeing, while also reducing spending.

In Monaco, where lifestyle and socialising often revolve around dining and events, Dry January is increasingly seen not as deprivation but as a chance to experiment with alternatives. Health authorities regularly underline that nearly a quarter of adults exceed recommended alcohol guidelines, which advise no more than two drinks per day and alcohol-free days each week. Even low-level consumption carries health risks, making a temporary break both sensible and revealing.

This local momentum mirrors a clear European trend. Alcohol consumption has been declining for years across much of the continent, particularly among younger adults. One striking indicator is the rapid growth of alcohol-free beer. Today, around one in fifteen beers sold in Europe contains no alcohol, compared with negligible market share a decade ago. Production in the EU more than doubled between 2013 and 2019, and Germany alone produced over 550 million litres in 2023. Spain has emerged as a pioneer, with one in seven beers sold now alcohol-free.

Health awareness, changing social habits and wider availability at sporting and cultural events are driving this shift. While price parity with alcoholic drinks remains a challenge, the direction is clear: moderation is becoming mainstream.

In Monaco, Dry January aligns with this evolution. Support structures are in place for those who need guidance, while others simply enjoy discovering that social life, pleasure and wellbeing can thrive without alcohol. For many, January becomes not an exception, but the starting point for more balanced habits throughout the year.

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