Blog: James WilmoreA January detox only leads to a retox

James Wilmore | 23 November 2012

Alcohol Concern - a UK-based charity aimed at cutting alcohol harm - is urging drinkers to have a "dry January". But is this a credible strategy? 

"Feel better. Save money. Make a difference," its website says. You can also get friends and family to sponsor you, which seems like a bit of a stretch. 

But what seems particularly odd is that another leading charity, with lots in common with Alcohol Concern, the British Liver Trust said a year ago that a January detox is "medically futile"

"People think they're virtuous with their health by embarking on a liver detox each January with the belief that they are cleansing their liver of excess following the festive break," said chief executive Andrew Langford. 

"You're better off making a resolution to take a few days off alcohol a week throughout the entire year than remaining abstinent for January only."

Having tried this British tradition a few times, I would have to agree. Indeed a former colleague, who used to do a January detox, always relished the prospect of a "retox" night in early February, no doubt undoing all his good work. 

Alcohol Concern, which also runs Alcohol Awareness Week, ending this Sunday, must believe that people will have a month off and realise the error of their ways. But I'm not sure it works like that. 

These kind of tactics do nothing to appease its critics in the industry either. 
Follow me on Twitter @jamescwilmore

 


BLOG

Are New York's craft beer fans any the (Bud)weiser?

No sooner had Anheuser-Busch InBev taken a gentle pop at the craft beer segment during February's Super Bowl, than the world's largest brewer has challenged the sub-category's target market in New Yor...

BLOG

The secret to a long life? Three cans of Dr Pepper a day - video

A few wry grins will have been raised in the offices of Dr Pepper Snapple Group today. ...

BLOG

Want to work for just-drinks?

It is with great sadness that I announce that just-drinks' deputy editor, James Wilmore, will be leaving us next month....

BLOG

CAGE 2015: Can we ditch our TV ad addiction?

It was a throwaway aside in a conversation about marketing spend....

just-drinks homepage



Forgot your password?