Millions of Americans are participating in Dry January, the annual challenge to give up alcohol for the first month of the year. While cutting out booze is undoubtedly good for your liver, you might be shocked to find that it isn’t necessarily good for your wallet. In 2026, the sober curious movement has been fully co-opted by major beverage corporations, leading to a new category of premium functional beverages that often cost more than the beer and wine they replace.
