People taking part in Dry January feel immediate physical, psychological and emotional benefits, according to the first major study of participants’ experiences of the popular challenge. Each year, around five million adults end the festive season by giving up alcohol for January. Research led by Dr Henry Yeomans sought to understand its popularity by analysing people’s response to participating. Unlike many government health campaigns from around the world, Dry January reinforces the positive experiences of abstaining from alcohol, rather than highlighting the impacts of drinking alcohol. The study suggests a need to reshape alcohol policies in light of the popularity and apparent success of this campaign.