Author: Amber Spong

Since 2014, Alcohol Change UK has owned the trade mark for classes 16, 25, 36, and 41.

Dry January is becoming increasingly popular in the UK, with more people choosing to abstain from alcohol during the first month of the year. In 2025, approximately 10% of British adults plan to participate in Dry January, according to a YouGov survey.

The phrase "Dry January" is trade marked by Alcohol Change UK, giving them rights to control its use in specific contexts such as promotions and branding.

Alcohol Change UK is a charity dedicated to reducing alcohol-related harm in the UK. They provide resources for individuals looking to make healthier choices around alcohol, offer tips on socialising without drinking, and focus on prioritising mental health. The charity also provides tools, guidance, and a supportive community for those wanting to cut down or quit alcohol. One of their main campaign of the year is "Dry January," which raises awareness and advocates for policies aimed at reducing alcohol-related harm.

“A few weeks without alcohol is also great for your immune system. You’ll notice that you are less likely to succumb to every little cold virus that hits the office, and even if you do come down with something, your recovery time will be reduced.

After one month of no alcohol, your risk of developing certain cancers, including two of the most common worldwide – breast and colorectal – is diminishing.”
Alcohol Change UK (https://alcoholchange.org.uk/blog/benefits-of-dry-january-and-when-you-can-expect-to-see-themJanuary 2025)

Alcohol Change UK applied for the trade mark DRY JANUARY in 2020. It was opposed by the craft brewery Big Drop Brewing Company Limited for its registrations in class 30 (coffee, tea, cocoa), class 32 (non-alcoholic drinks, water); class 35 (advertising and marketing services for beverages, provision of information on the same); and class 43 (services for provision of food and drink including bars, shops and hotel services).

Alcohol Change UK had also previously sent a number of cease-and-desist letters over the years.

The Outcome
The UKIPO agreed with the brewery - the trade mark application for "Dry January" for the goods and services above was not successful.

The judgment highlighted the widespread and descriptive use of the "Dry January", noting that it is commonly understood and used across a variety of sectors. Further,  Alcohol Change UK did not have any evidence to show that their use of the words had acquired distinctiveness among consumers over the years.

The tribunal also explained that it is reasonable to expect other businesses (such as retailers, pubs, restaurants, and cafés) to use the phrase in their marketing campaigns aimed at promoting alcohol-free options during January. The trade mark remains registered for a number of other goods and services, for example certain foods in class 29 and 30 and in relation to advertising, but excluding adverts for beverages in class 35.

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