In 1900, a former schoolteacher named Carrie Nation walked into a bar in Kiowa, Kansas, proclaimed, “Men, I have come to save you from a drunkard’s fate,” and proceeded to hurl bricks and stones at bottles of liquor. The men, interested less in spiritual salvation and more in physical safety, fled to a corner. Nation destroyed three saloons that day, using a billiard ball when she ran out of bricks and rocks, which she called “smashers.” She eventually—and famously—switched to a hatchet, using it across years of attacks on what she considered to be the cause of society’s moral failings. The movement of the 19th and early 20th centuries—which eventually brought about Prohibition—considered alcohol to be unhealthy for women, families, and the general state of humanity.

In modern times, the Dry January challenge began in 2012 as a public health initiative. Dry January is choosing not to drink beer, wine, or spirits for one month. In a 2025 article for The Atlantic Shayla Love writes that younger generations are staying away from the booze at higher rates than previous generations, sparking the rise of a neo-temperance movement. This new drop in alcohol consumption is not about the moral tragedies of drinking (alcoholism or drunk driving), but self-improvement and wellness:

Today’s sober-curious post on Instagram about how Dry January has reduced their inflammation, sharpened their jawline, and improved their sleep score. The sanctity of the home, or the overall moral health of society — not to mention the 37 Americans who die in drunk-driving crashes every day — appears to be less of a concern […]

In a 2020 Gallup poll, 86 percent of respondents said that drinking alcohol was morally acceptable, an increase from 78 percent in 2018. By contrast, more than half of young adults surveyed in 2023 expressed concerns about the health risks of moderate drinking.