Forget Dry January, Let’s Talk About Damp January Instead
I don’t do “Dry January". That’s not to say I get rip-roaring drunk every chance I get, either. I’m a moderation guy. But I understand that “Dry January” is Kryptonite to beer makers and bar owners alike. I like a happy medium.
Enter “Damp January”.
Miller Lite is behind the push to rethink how we partake in this month’s celebrations.
Where did “Dry January” come from?
Originally, “Dry January” was a public health initiative by the British charity UK Alcohol Change in 2013. When it crossed the pond, we took it as a way to keep our New Year’s Resolution and save a little money after the holidays.
There are some benefits; after three weeks without alcohol, some people see better sleep patterns, clearer skin, and more energy. But if you work in the hospitality industry, it means a lot of time on your hands with slower business. For the rest of us, that time spent at our favorite watering hole is replaced with … Netflix?
Why, in order to accomplish one goal, do we have to abandon another?
“Damp January” stresses a cure for social isolation. It’s been reported that we’re more likely to cancel plans this time of year. It’s cold, it’s dark, and it can be lonely for many people. Instead of going cold turkey, we should enjoy smaller flights of beer and remain social.
“Damp January” stresses a more obtainable goal while achieving the same health benefits. You alternate drinks with mocktails, have smaller drinks less often, or set personal goals like only drinking on weekends. The point is you get some of the health benefits of drinking less, without trading away the benefits of being with friends, socializing, and supporting local businesses.
Miller Lite has tapped (pun intended) Christopher Walken to promote the idea, offering VIP trips and special merchandise this month. I’m not sure how Christopher Walken ties into the idea of drinking less while still getting out and being social, but it’ll be fun to watch!
So, join Christopher Walken in raising a toast to “Damp January”!
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Gallery Credit: Stacker