Britons are increasingly resolving to lay off the booze for 31 days as they re-examine their less than healthy relationship with booze.
Britain has long been notorious for its heavy drinking culture - even William Shakespeare made reference to it in some of his plays.
But come the new year and many Brits are decidng on which new year's resolutions to follow.
One that is increasing in popularity is "Dry January" a commitment to lay off the booze for 31 days after the liquid excesses of the festive season.
It's an opportunity for British men - and increasingly women - to improve their health by losing weight, regaining some energy and getting a better night's sleep.
Drinking is carcinogenic and usually leads to a steady accumulation of fat in the liver if mis-used for prolonged periods. In some people this will progress to cause scarring and even liver failure after many years of alcohol abuse.
Dry January is also a chance for all drinkers to re-assess their relationship with alcohol and make sure they are in control of it, and not the other way around.
Over four million Britons are reported to have signed up to the challenge.
And for those newly converted to absteeming there are now "Dry July" and "Sober October" to embrace too.