Is Dry July losing its relevance? Rebecca Caughey is an ex-music industry manager turned entrepreneur. Founder of Cook & Nelson and Good Sh*t, she’s right in the mix of drinks and hospitality. Here she reflects on what she sees as our evolving relationship to alcohol in Aotearoa, and explains why Dry July is more of a Damp July for many.
OPINION
It’s July and this time of year brings up conflicted feelings for me. On one hand, I wholeheartedly support anyone choosing to take a break from alcohol. I back the incredible work that the Dry July Foundation does in raising funds for cancer support services (you can make a donation here!). I see the power of a collective health reset, especially in the depths of winter, when we all need a bit more energy and intention. And I understand that for many people, their relationship with alcohol is problematic.
On the other hand, I can’t shake the feeling that Dry July, one month a year where we abstain from the booze, might not reflect where consulting adults are at anymore in Aotearoa.
In my day-to-day working in the world of food and drink, I interact with consumers, retailers and hospitality operators, and what I’m seeing is not a movement toward binge teetotalism, but a far more nuanced, flexible and curious approach to drinking. People aren’t swearing off alcohol for 31 days once a year. Instead, they’re having a glass of wine here and a non-alc cocktail there; a weekend off, followed by a long lunch. It’s not abstinence. It’s not binge drinking. It’s something different altogether.
The stats back this up: New Zealanders are drinking less and more mindfully than ever before. According to the New Zealand Alcohol Beverages Council, our overall consumption is at its lowest in 15 yearsand per-capita alcohol consumption is the lowest it’s been since records began in 1986. That’s massive for a country that is known for rugby, racing and beer. Younger generations in particular are drinking less often, and when they do, they’re choosing lower-alcohol or no-alcohol options more than any previous generation.
There’s a term for this behaviour: zebra striping. It’s a catchy descriptor for starting the night with an alcoholic beverage and then alternating with non-alcoholic drinks to achieve moderation. You get a mix of flavours and complexities, a bit of a buzz, but no regret the morning after. It’s my preferred way to drink these days and it’s becoming the norm. It’s not about going without, it’s about going easy.
Perhaps Dry July is still a useful framework for some, but I believe we’re seeing a shift in drinking culture that’s bigger, broader and far more sustainable than a single alcohol-free month. We’re rethinking booze all year round, so do we need a month off in the middle of the year? I don’t think so.
The term ‘mindful drinking’ gets tossed around, but it’s more than just a wellness trend. For some, abstinence or moderation is about better sleep. For others, it’s about gut health. Sometimes it’s just wanting to wake up without a foggy head. People are looking for drinks with function – probiotics, botanicals, adaptogens. And we’re seeking out options that align with our lifestyle, not just a challenge.Today’s consumers are informed; they’re reading labels. Gone are the days of sugary mocktails or sad soda substitutes and mocks from your mates for not drinking. Today’s non-alc offerings are complex, beautifully crafted and designed to hold their own in any glass(disclaimer: we created Good Sh*t, a fizzy pre+probiotic drink for just this reason). Their July might be dry, damp or somewhere in between and all those options are fine by me.
In a time where it feels like everyone is judged for everything, I feel like we’re moving beyond telling consenting adults what or when they should or shouldn’t drink.
So where does this leave Dry July? I think giving up something for a cause is noble, and the fundraising impact is undeniable, but I also think we need to be careful not to frame alcohol-free living as a test of willpower or a binary choice between ‘good’ and ‘bad’ behaviour. That can unintentionally fuel shame or all-or-nothing thinking.
What happens on August 1 for those who have taken the month off? Do they go back to overconsumption just because the challenge is over? I’m here for the people who want to drink differently, not just less. I’m planning on finishing my day with a Gin and Tonic, whereas my non-drinking husband Nick will have a Seedlip and Tonic. Same mixer, same garnish and both a way to unwind after a busy work day.
There’s no right or wrong way to approach it. There’s only what works for you. Drink what you want, when you want.
