With Dry January in full swing, TV star Spencer Matthews discusses just how rewarding conquering the challenge can be and shares his top tips for going sober.
“Nobody wakes up hungover wishing they’d drunk more alcohol the night before.”
Spencer Matthews’ relationship with alcohol has undertaken a complete metamorphosis since 2018. Having once battled alcoholism, alcohol now plays little to no role in his life — and for Spencer, the benefits have been endless. But as someone who’s journeyed from one end of the alcohol spectrum to the other, the TV personality and founder is the first to admit that attempting sobriety is no easy feat.
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“There’s still a stigma around alcohol where people think it’s lame if you’re not drinking. It’s a shame, but it’s changing,” he says. And it is indeed changing. A study by Budweiser Brewing Group in 2024 found that 78% of young drinkers (those born after 1996) planned to start Dry January — an initiative launched by Alcohol Change UK— before Christmas. Going further, 64% of adults are keen to moderate their alcohol intake long term, not just in January.
But what’s driving this? Is it that young people are more health-conscious than the generations that precede them? Or is it that people just don’t want to get drunk anymore? According to Spencer, it’s both. “I think the younger generation are eager to put their best foot forward, because a lot of their life is lived online. And being drunk is very rarely your best foot.”
He adds that people have more access now to information surrounding the detrimental effects of drinking than ever before. Advice from neuroscientists, nutritionists and fitness experts is available at the touch of a button — a phenomenon that continues to garner much debate. There’s a wealth of information online — a lot of it contradicting — and it can sometimes be difficult to distinguish fact from fiction.
One thing that’s remained constant in recent years, however, is that people are drinking less. Dry January presents the perfect opportunity for people to attempt sobriety, a state that, according to Spencer, should be attempted by everyone at least once in their lives.
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Why try Dry January?
“If you’ve never abstained from alcohol before, Dry January can be a life-changing experience,” says Spencer. “You’ll notice immediate differences to how you feel, your clarity and your appearance.” The period of 30 days can be difficult, but Spencer notes that it’s the struggle that makes it so great.
Working towards a target is a rewarding process, one that will likely fill you with pride when you eventually reach your goal. It’s this, says Spencer, that can be the greatest motivator.
Tips for going sober
“Get yourself a diary. Or a calendar in the same way that a child would cross off days before Christmas,” says Spencer. “If you can physically see the effort you’re making, it makes it more manageable, and if you’re anything like me, you’ll be too competitive to break your streak.”
One of the biggest factors in the rise of sobriety is the availability of non-alcoholic alternatives — an industry that Spencer knows well. CleanCo is the world’s leading independent alcohol-free spirit brand, and Spencer sits at its helm. The line includes non-alcoholic versions of gin, rum, tequila and whiskey — each boasting a striking resemblance to the real thing. In Spencer’s eyes, it’s this that makes all the difference.
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“Thinking back to the past, there were only two options when you were on a night out: alcohol or soft drinks. And opting for the latter came with a massive compromise,” he says.
“If you were out and everyone was drinking cocktails, and you had a soft drink or a glass of water, you would have negatively stuck out for making a positive life decision.”
But now, with brands like CleanCo, the tides have changed. A mixologist can still whip you up a sophisticated cocktail from behind the bar, minus the headache the next day. For many, the choice between the two is becoming even simpler.
