How Brands Tied In to Dry January
Once dominated by Anheuser Busch’s O’Doul’s, the low and alcohol-free beverages space has grown far more crowded in recent years as the drinks have become more popular and adults are increasingly sober-curious.
Despite a surge in the BevAlc category (particularly spiked seltzer offerings) during the onset of the pandemic, 19% of Americans participated in Dry January in 2023, according to Morning Consult, and that number is up from 13% in 2021. The participation for Millennials was 27% in 2023, compared with 16% last year.
Word-of-mouth and social media seem to drive the Dry January movement, as 39% of those who said they have heard about it actually participated, per Morning Consult.
Brands are increasingly trying to reach these consumers. The Path to Purchase Institute compiled a roundup of this year's marketing activity.
Kombucha brand Health-Ade leveraged Dry January by positioning its bubbly probiotic tea as a healthy alternative to alcohol. The brand ran a campaign called "A Different Kind of Feel Good," encouraging consumers to make healthier additions and asking the question, "Who says Dry January has to be boring or restrictive?"
The campaign tapped a team of creators across TikTok and Instagram to show their followers/communities how to “swap booze for 'booch'” during Dry January and beyond, according to a media release from the brand.
In addition to a strong social media push, Health-Ade activated its campaign across paid media, email, website, retail and on-premise, culminating with a mocktail celebration at the end of the month with Listen Bar in New York.
Molson Coors Beverage Co. tied in to the holiday by launching a zero-proof canned cocktail called Roxie. The product line is Molson Coors' latest venture in the beyond beer space and marks its first DTC line of zero-proof cocktails. Roxie comes in 12- and six-packs and comprises three flavors: Ripe with Passionfruit, Forbidden Pineapple and Lost in Mango. Created in partnership at LA Libations, Roxie is the only Molson Coors brand sold exclusively online.
Tito’s Handmade Vodka didn’t let its positioning as a hard liquor brand stop it from leveraging Dry January this year. The brand tapped Martha Stewart to share creative ideas on how to put vodka to good use during the month. The campaign, dubbed “DIY January,” encouraged consumers to use Tito’s for alternative activities, such as getting rid of musty smells or using it to make pasta sauce with an extra kick. A 60-second ad spot starring Stewart led the campaign activity, while a DIY January Kit from Tito’s included a line of bottle toppers that turn Tito’s bottles into household products. Those sold out at the beginning of January, with profits donated to charitable causes.
Heineken teamed up with Marvel to promote the upcoming film “Ant-Man and The Wasp: Quantumania” (Feb. 17 release date) and Heineken 0.0, an alcohol-free beer introduced in 2017. Running from Jan. 9 through Feb. 18, the campaign spotlights the star of the film, Paul Rudd, enjoying the beverage. Support comprises television and digital ad spots, in-store promotions and a sweepstakes, along with a series of social media placements.
HOP WTR, a non-alcoholic sparkling hop water partially owned by Constellation Brands, tied in to Dry January with the launch of HOP LOCKR, the brand’s way of helping consumers lock up their alcohol until Feb. 1. The effort launched in December, and consumers could fill out a form on a dedicated microsite for a chance to win a locker, complete with a lock and a month’s supply of HOP WTR. Those selected received a combination to unlock the locker from the brand on Feb. 1.
