Miller64 started a “Dry-ish January” campaign to win “sober-curious” Millennials over. 

Miller64 started a “Dry-ish January” campaign to win “sober-curious” Millennials over. Young consumers are continuing to shift into sobriety and YPulse has tracked the increasing popularity of Dry January as they experiment with drinking less. Miller64 reports that more than 20 million. Now, the Molson Coors brand’s “Dry-ish January” campaign it trying to convince viewers why the drink—with its low-calorie and low alcohol count—is the perfect choice for those who don’t want to “completely” abstain from alcohol for the month. (Marketing Dive)