A quarter of Americans aged 21 and up participated in Dry January in 2024. At the same time, December was—as usual—the most popular month to buy alcohol in 2023, with month-over-month purchases increasing 16% compared to November.
With mere hours separating New Year’s Eve from the dry and damp resolutions of January, it’s no easy task for beverage and alcohol brands transitioning their messaging from celebration to moderation.
Below, find how your brand can meaningfully contribute to this season’s conversations and a few examples of companies who’ve hit the nail on the head:
Support Sobriety Without Compromising Brand Authenticity
The sober-curious movement didn’t appear out of thin air; a recent statement from the World Health Organization (WHO) and other entities have cautioned the negative effects of alcohol consumption, especially when unmoderated. In no way does shaming sobriety or ignoring the growing group of conscious consumers who partake in Dry January benefit beverage alcohol brands.
Take a page from Tito’s playbook. The vodka giant and household favorite chose to side with consumers taking part in Dry January while highlighting alternate uses for the product. Partnering with Martha Stewart, Tito’s launched DIY January, a comedic campaign repurposing its single SKU—unflavored, small batch vodka—for household tasks like deodorizing shoes and making marinara sauce.
Whether resuming their drinking in February or extending their sober resolutions, Tito’s showed support for its sober customers authentically while gently reminding them that their favorite vodka would be there when they need it.
Struggling With a Strategy? Keep it Simple and Stay in Your Lane
It’s clear that creating the next big alcohol-free brand is not the answer for everyone. While consumption is declining and people are buying less alcohol in general, it’s safe to say that alcohol consumption is not a thing of the past. In fact, 93% of households that buy non-alcohol products also buy alcohol. For many alcohol brands, the best strategy is to show support for mindful drinking and stick to the unique selling points that make them stand out.
Just ask Juliet, a California-based boxed wine company rooted in sustainability. The brand adjusted its messaging for Dry January while still communicating a key value proposition: quality packaging keeps wine better for longer. Juliet proved that unconventional thinking pays off, and it’s possible for alcohol brands to emphasize contrasting trends, like moderation, while building credibility for its products.
Don’t Wait for Dry January to Introduce Non-Alcohol SKUs
On the flip side, there are alcohol brands who have thoughtfully created zero-proof products. Whether offering solutions for sober individuals or introducing the idea of “damp drinking,” December offers a valuable opportunity. Dry January has become crowded with non-alcoholic messaging. By focusing only on new participants to this “challenge” month, brands risk overlooking a broader group of people who choose an alcohol-free lifestyle year-round.
28% of Americans aged 21 or up did not drink any alcohol at all in 2023, compared to the 25% of Americans aged 21 and up who participated in Dry January in 2024—whether successfully or not. While non-alcoholic beverage sales see a significant spike in January, there’s a greater opportunity to reach consumers throughout the year.
Non-alcoholic beer brand Athletic Brewing did just that, encouraging consumers to ‘Give Dry a Try‘ with its Track Record in-app and online tool. The campaign aimed to help customers maintain motivation throughout Dry January and beyond, all while intentionally linking each individual’s progress back to the brand.
There’s no one-size-fits-all approach, so take these tips with a grain of barley. Reach out to RF|Binder today to discuss how we can partner together to achieve your business objectives and perfect your messaging for more impactful results.
