The popularity of pre-made non-alcoholic cocktails, buzz-less spirits, and zero-proof alcohol brands have grown in tandem with young people’s sober-ish mindsets (which YPulse has long reported on). They might even have a hand in driving it further: as marketing for these drinks steps up their game, non-alcoholic beverages look as trendy as their counterparts. But while Dry January campaigns often come from alcohol brands looking to expand their audience, some of the buzziest campaigns are brands that had nothing to do with alcohol in the first place. Now, soda and seltzer brands are positing themselves as an alternative and stepping into the mocktail conversation. This year, Dry January beverages seem to have everything to do with colorful packaging, unique flavors, and health-conscious ingredients for young consumers. And as YPulse has said, 2024 is the year to Gen Z-ify brand marketing and this gen is embracing time off from drinking (if drinking at all), so these campaigns are checking the boxes. YPulse’s Nightlife and Drinking report shows nearly half of...
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