Dry January, a campaign launched in the UK 12 years ago to encourage people to abstain from alcohol for the entire month, officially began in Luxembourg for the first time this Thursday. In the UK, it is already a mass phenomenon, with almost one in five people taking part, says Aka Bamberger of the national addiction prevention centre (CNAPA). She hopes Luxembourg will reach similar levels as well.
While Luxembourg has seen comparable initiatives in the past, including the Fondation Cancer’s Sober Buddy Challenge, this is the first time the Ministry of Health has purchased the official British campaign licence. With it comes access to the UK’s experience and support tools, including a Facebook group, an email distribution list, and the Try Dry app. Combined, these tools “double the success rate of making it through January without alcohol”, Bamberger explains. So far, 600 people have downloaded the app.
The campaign is backed by the Ministry of Health alongside the Fondation Cancer, NGO Arcus–Quai 57, the Useldange therapy centre, and CNAPA.
While health experts have welcomed the initiative, the HORESCA federation representing restaurants, cafés, and hotels, together with the Vinsmoselle director, criticised the government’s support for the campaign, arguing that the sector is already under pressure. They say it would be better to promote moderation, not abstinence.
That the cooperative winery Vins Moselle promotes moderate wine consumption isn’t surprising coming from a wine producer, Bamberger pushes back. Especially when considering that even moderate consumption levels bring about heightened cancer risks.
The expert then explains that nobody is forced to participate in the campaign. Rather, it is “an invitation to do something for one’s health”. At the same time, nobody is being encouraged to lock themselves up at home until 31 January. Quite on the contrary, it is a call to continue going out, but to order something non-alcoholic instead of beer or wine. “It really isn’t the goal to keep people away from bars, restaurants, and cafés.”
Luxembourg’s alcohol consumption is above average, according to the CNAPA expert. The Grand Duchy is a “high-consumption country,” with an estimated 11 litres of pure alcohol per person per year, equivalent to roughly 28 bottles of vodka per person.
Drinking also remains normalised in everyday life, Bamberger said. Alcohol is relatively cheap compared to incomes, available at all hours from the age of 16, and marketing is largely unregulated. In her view, these are exactly the policy levers that could shape healthier consumption habits. She sees the Ministry’s support for Dry January as one signal of political willingness to address the issue.
Bamberger said she isn’t surprised by the mixed reactions triggered by the government’s support; after all, consumption is a highly personal matter. Precisely for that reason, the expert insists that nobody is forced into anything, it is simply an offer that people can choose to accept or decline.
She also notes that people with alcohol dependence are explicitly advised not to take part in Dry January. Sudden withdrawal can cause severe and potentially life-threatening complications. “If symptoms like shaking, fever, or hallucinations arise, it’s important to stop and seek medical support.”
Critics sometimes dismiss Dry January as a passing trend, suggesting participants simply return to their old drinking habits afterwards. Bamberger, however, pointed to evidence showing that even 31 days without alcohol can bring measurable short-term benefits: better sleep, weight loss, and better blood values.
Equally, data from other countries has shown that around 60 percent of Dry January participants generally drink less afterwards, even after six months. For many, the month acts as a reset, helping people reflect on habits and discover alternatives, especially as the market increasingly responds to demand for non-alcoholic options
