There are many cute and catchy names: “Dry January” and “Dry July” are meant to convey a pledge to abstain from alcohol for one month. Then there’s “Sober October,” “Sober Curious” and what one lifestyle magazine called “Going Damp,” all of which refer to rethinking and adjusting an individual’s relationship with alcohol, whether reducing the amount consumed or abstaining completely. Our observations suggest that an increasing number of individuals are practicing some form of reduced alcohol consumption so that they may regain control of their health as well as their finances.