As the sober curious movement gains momentum, alcoholic and non-alcoholic beverage brands alike are seizing the opportunity to build brand awareness and showcase their products through Dry January marketing campaigns.
According to recent data from IWSR, the non-alcoholic beverage category is projected to grow at a CAGR of 27.6% among 21 to 25-year-olds by 2025.
Here are a few examples of how consumers’ reassessment of their relationship with alcohol is impacting beverage brands during Dry January and the way in which they appeal to their respective audiences.
Tito’s Vodka Turns Dry January into DIY January With Martha Stewart
It may be booze, but Tito’s Homemade Vodka is splashing into Dry January with its own humorous ad campaign, proving alcohol brands can still grow brand awareness amid a month primarily dedicated to the sober-curious movement.
Partnering with television personality and home entertaining queen Martha Stewart, the Austin, Texas-based brand transformed Dry January into “DIY January.” The month-long campaign is anchored by a 60-second video starring Stewart that calls on those participating in the month-long sober movement to “get crafty” by finding uses for Tito’s in everyday household tasks, such as cleaning mirrors and windows, preserving fresh cut flowers and deodorizing shoes.
“We understand that Tito’s drinkers might choose to opt out of drinking this month to partake in dry January, and we support them in doing that,” said Tito’s VP of brand marketing Taylor Berry in a press release. “We’ll still be here when February rolls around, but we wanted to offer up some helpful alternate ways to use our vodka until then.”
To complement the video, Tito’s launched a limited-edition collection of DIY January bottle-topper attachments for consumers looking to try out household tasks themselves. The attachment set includes a deodorizer for spritzing musty fabrics, a “flavorizer” for making penne alla vodka and a “cleanerizer” for cleaning windows and mirrors.
The set of attachments is now available online for $10, with all net proceeds donated to a nonprofit group of the consumer’s choice.
Proxies Teams Up With Dominique Crenn
This month, non-alcoholic beverage brand Proxies has teamed up with Dominique Crenn, chef owner of Atelier Crenn in San Francisco, to launch its newest innovation, Pétanque.
Like the rest of Proxies offerings, Pétanque is made by blending wine grapes, fruits, teas, spices and complex ferments to “capture everything that makes wine a great pairing with food – without the alcohol.” The new offering features tasting notes of riesling, green apple, kiwi, yuzu and juniper.
“For my own blend, I wanted to design something for anyone at the table. Crafting Pétanque was a truly delightful experience,” said Crenn in a statement. “I wanted to capture the culture and diversity of my new home in California, so we explored different flavors, herbs and textural components that I use in the kitchen to express creativity and our community in the glass.”
Founded in 2021, Proxies produces a line of non-alcoholic wine alternatives crafted for “when you want something to drink but you’re not drinking.” The brand’s core offerings include Blanc State, Red Ember, Red Clay and Pink Salt.
According to Crenn, who grew up in Brittany, France, Pétanque was created to pair with her restaurant’s pescatarian menu with an acid profile that stands up to classic French cuisine. The new offering will soon be released to Proxies Club members and select partners, with a percentage of sales from each bottle going to Crenn’s chosen charitable foundation, World Central Kitchen.
Seedlip Rings in the New Year With Seedlip Soirée Sweepstakes
Non-alcoholic spirits brand Seedlip is ringing in the new year through a partnership with celebrated celebrity event planner Mindy Weiss to guide consumers on how to host a Seedlip Soirée this month through its sweepstakes contest.
Now through January 13, consumers nationwide can enter the brand’s Instagram sweepstakes campaign for the chance to win the grand prize of a 30-minute consultation with Weiss, a $5,000 cash prize to fund an at-home event, and a suite of Seedlip products.
“Mindy is an event planner extraordinaire and we are so excited to be collaborating with her to help people elevate their events with Seedlip to make for a tasteful, inclusive New Year right from the start,” said Diageo North America non-alcoholic division general manager Kavitha Krishnamurthy in a press release.
Consumers can enter the Instagram sweepstakes campaign by tagging their “Seedlip Soirée VIPs” on the brand’s page.
Other Notable Dry January Campaigns:
- Los-Angeles based kombucha maker Health-Ade launched its new “A Different Kind of Feel Good Campaign,” which encourages consumers to find new ways to celebrate the new year, such as investing in their gut health with the consumption of the brand’s products.
- Heineken launched its “All the fun. 0.0 alcohol” campaign on Twitter, featuring three short videos capturing consumers having fun with family and friends while sipping on the brand’s non-alcoholic product offering.
- Molson Coors unveiled its first zero-proof canned cocktail, Roxie. The new offering is currently available in three flavors: Ripe with Passionfruit, Forbidden Pineapple and Lost in Mango.