As Dry January comes to a close, for those strong-minded 5m Brits who took on the challenge, Friday marks the opportunity to have a drink for the first time in a month.
Earlier this month, The Morning Advertiser reported about how some experts believe Dry January is "bad for you" because it "encourages" binge-drinking.
Drinkaware is one organisation echoing that message with the release of its new alcohol awareness initiative.
The charity has recently launched a 'Drink Free Days' campaign, aimed primarily at those who took part in this year's no-booze tradition.
Drinkaware chief executive Elaine Hindal said the scheme was put in place to inspire consumers to avoid reverting to their former, and potentially harmful, drinking habits once their month of abstinence is over.
"Drinkaware is here to help people who want to make changes to their drinking all year round," explained Hindal.
"We're encouraging people to cut down by taking more drink-free days throughout the year, not just in January.
"Taking several drink-free days each week is a simple and an easy thing to do and we are here to support people every step of the way."
The campaign has also received support from former Coronation Street and Loose Women star Sherrie Hewson.
Hewson, who has often spoken about problems with her own drinking, said she wants people to join her in moderating throughout the year.
"Many of us enjoy a drink, but it can be very easy for our drinking to creep up on us – a glass of wine here and a pint of beer there all adds up," said Hewson.
"After Dry January, it can be really easy to go back to previous drinking habits in February.
"Taking more drink-free days during the week can have a positive impact on our health and wellbeing."
Where opinions are divided on whether Dry January is worth it or not, one thing is for sure – with a huge choice of soft drinks and non-alcoholic beers now available – there are still plenty of reasons to continue to support local pubs.