Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.

  • To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”

Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.

  • To see this content for any Region, use the “Content Filter”.

More brands are jumping in on Dry January to reach sober curious young people.

Jan 10 2023

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)