More brands are jumping in on Dry January to reach sober curious young people. YPulse data shows that 52% of Gen Z and Millennials over 21-years-old plan on participating in Dry January this year (a significant jump from only 38% in 2021). While it’s not quite mainstream yet, “online alcohol retailer Drizly reports that the market share of non-alcoholic drinks sold on the platform jumped by 24% in 2022.” More non-alcoholic companies are popping up rapidly as they work to create fun mocktails and recreate beer and wine selections—and during Dry January, their marketing teams are putting on their thinking-caps and using the month to their advantage. Brands like Samuel Adams, Seedlip, WhistlePig Whiskey, Hop WTR, and RationAle Brewing have all come up with unique non-alcoholic beverages and campaigns for the month-long event. Plus, Tito’s tapped Martha Stewart for a comedic campaign where she uses vodka as a disinfectant and deadpans, “Smells like February.” (AdAge)
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