More young people in Sask. taking part in alcohol-free January

Saskatchewan residents are choosing non-alcoholic drinks in January, citing health benefits and popularity with younger adults. Mick Favel has more.

Abstaining from alcohol in the month of January is becoming more common, and the Canadian Cancer Society is seeing this becoming a year-round trend for younger people.

“We find that younger generations tend to be consuming alcohol in smaller quantities than previous generations,” said Brandon Purcell, the advocacy manager for prevention at the Canadian Cancer Society.

“If these are habits, they carry forward into their adult years. These will provide them with positive health outcomes,” he concluded.

Companies like the District Brewing Co. have taken notice to the direction of where drinking practices are heading and have embraced the changes.

The Regina-based beer manufacturer now has their own series of non-alcoholic beverages for those looking for something new.

“It has really expanded. We have seen the market expand to being one of our highest and top selling products, as the non-alcoholic space grows outside of January,” said Hayden McPherson, the marketing coordinator at District Brewing Co.

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An alcohol-free January has been practiced globally for nearly two decades. The first reported campaign happened in the U.S. state of New York in 2008.

A major part of the Canadian Cancer Society’s campaign is helping the public understand the health risks associated with alcohol consumption, particularly the links to cancer.

“In Canada, there’s more than 7,000 cancer diagno[ses] every year that are directly attributed to alcohol,” Purcell said.