We’ve all heard about Dry January — the period where we skip booze after the excesses of the holidays.  But new trends show that people have started to give up alcohol for good.

The global nonalcoholic beverage market is expected to reach a record value of $1,650.28 billion by 2024, according to a recent report from Zion Market Research.

Terms like “sober curious” are becoming more prevalent, and last month, Whole Foods declared that zero-proof drinks are one of the top-10 food trends for 2020.

Influencing the rise of this trend is a cultural shift toward wellness.

Even conversations on social media are shifting. Over the last two years, there has been an 85% increase in online discussions about low and no-alcohol drinking and a significant decrease in conversations about casual and heavy drinking occasions, according to Social Standards Consumer Analytics.

Anheuser-Busch, who is the leader in the low-and no-alcohol beverage space, has even set a goal that at least 20% of their global beer volume will come from the products by 2025. Last year it launched a “Drink Wiser” campaign, encouraging consumers to be mindful drinkers and “Hydrate Between Buds.”

But the trend is also inspiring alcohol-free bars: Establishments selling mocktails or nonalcoholic cocktails in the U.S. has increased by 130% from October 2018 to October 2019.

“I think a lot of people want to drink less…The concept was, what if we had that social aspect without alcohol?” Sam Thonis, co-owner of the alcohol-free bar Getaway, told ABC News.

Thonis opened Getaway in Brooklyn, N.Y., this past April to bring a new type of experience to the neighborhood. The menu, which changes frequently, offers a variety of complex mixed drinks, all sans alcohol.