"Many Americans enthusiastically partake in Dry January, but it is rarely pitched as fun. After the holiday stretch of office parties and family gatherings, Americans have come to use the start of every year to abstain from alcohol in the name of health and auspicious beginnings. It's a time of discipline, of cleansing, of embodying your mood board, even if it makes you a drag at parties. And it is also, as weed companies have learned, a marketing opportunity."
"My social-media feeds are flooded with posts from cannabis companies pitching their products as fun and approachable tools to get through an alcohol-free month. Mary and Jane, an edibles company, makes a tantalizing proposition: "Dry January made easy.""
Dry January functions as an annual practice of abstaining from alcohol for health and fresh starts. Cannabis companies increasingly market low-dose THC products—gummies, beverages, and aperitifs—as ways to take the edge off sobriety while remaining alcohol-free. Brands use approachable, fun messaging and health cues such as functional drinks and low-calorie edibles, and they emphasize that using cannabis often reduces alcohol consumption. Sales spiked in January 2024, and surveys show a notable share of participants substituted weed for booze. Company founders typically stop short of calling products direct alcohol replacements, though many aim to mimic a single-drink effect.
Read at The Atlantic
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