Beverage brands update Dry January marketing based on changing consumer habits

"Today, people generally seek balance when pursuing their personalized wellness goals in a new year. That shift has made way for trends like "Damp January," which encourages creating more mindful drinking habits. With this evolution, brands in the nonalcoholic beverage space are fine-tuning their marketing campaigns to reflect year-round interest in alcohol moderation. By using cheerleading-like marketing language over a shameful tone, brands hope customers will feel more receptive to incorporating their beverages. And with more products entering the market - which now also includes functional drinks and cannabis tonics - these companies are stepping up their marketing spending to broaden their target audience."

"Avoiding an 'all-or-nothing' message Andrew Katz, chief marketing officer at Athletic Brewing, told Modern Retail that Dry January is traditionally viewed as a hard reset to achieve wellness goals after indulging during the holidays. "But we want people to play it however they want, and we want to be a great option for them, which is why we're calling it 'Athletic January,'" Katz said. Katz noted that the second weekend of January is typically considered "Quitters' Day," among Dry January participants. A 2025 survey by virtual care platform Oar Health shows Dry January participation is at an all-time high. But while millions pledge not to drink during the month, the study shows one in three do not successfully complete the challenge. So, Athletic Brewing is ramping up its campaign this week to encourage people to stick with their goals longer."

People increasingly seek balance when pursuing personalized wellness goals in January, giving rise to trends like Damp January that encourage mindful drinking. Nonalcoholic beverage brands are adjusting marketing to reflect year-round interest in alcohol moderation, favoring encouraging, cheerleader-style messaging over shameful tones to increase receptivity. The product landscape now includes nonalcoholic beers, functional beverages, and cannabis tonics, prompting higher marketing spend to broaden audiences. Athletic Brewing reframes Dry January as 'Athletic January' to promote flexible participation and social engagement while supporting goals. Surveys show Dry January participation is high, but roughly one in three participants do not complete the challenge.

Read at Digiday