One of the fastest-growing trends in drinking gets its month in the spotlight during Dry January, when consumers pledge to abstain from or cut back on alcohol as a means to improve their lifestyle.

Dry January traces its origins to Alcohol Change UK, a British charity that launched the concept in 2012. In the U.S., non-alcoholic drinks are riding high behind the health and wellness movement, and through “sober-curious” Gen Zers who are drinking considerably less than their parents and forebears. A record 39% of Americans today say drinking even in moderation is bad for their health, according to Gallup.

Non-alcoholic drink sales on Drizly grew by 62% in 2023, according to the online retailer, and a recent survey of Drizly consumers indicated that 45% were extremely likely or likely to take part in Dry January.

IWSR Drinks Market Analysis expects non-and low-alcohol drink volume to grow at a compound annual growth rate of 7% through 2026, with 90% of that coming from non-alcohol drinks.

Also read: Brands cash in on non-alcoholic drinks

“The popularity of non-alcoholic beers continues to surge, and it’s a safe bet that trend will only accelerate in 2024. More people than ever are searching for alternatives that still deliver the distinct flavor profile and taste of their favorite beer,” said Joyce He, brand director of Guinness, over email, predicting that Guinness 0—the brand’s non-alcoholic variant—would gain share as more drinkers try it.

Alcohol marketers have largely embraced Dry January as a positive, providing the opportunity to steal share from soft drinks and water brands while growing their families through new booze-free brand extensions. Many are fashioning promotions this year around motivating consumers to stick with their Dry January resolutions.

Below, a look at how some brands are marketing this month.

Blue Moon

Dry January pledges are no different than other New Year’s resolutions: Not everyone has the fortitude to live up to them. In fact, 80% of people abandon their resolutions by Jan. 12, known as “Quitter’s Day,” according to data cited by Molson Coors’ Blue Moon brand.

On Quitter’s Day this year, Blue Moon is launching “Dry-Back January,” offering a $12 rebate for every six-pack of Blue Moon Non-Alcoholic purchased between Jan. 12 and Jan. 31. The rebate, available with a receipt, can be used to cover anything within the Blue Moon portfolio come February. The brand said it would even pick up the cost of an orange to garnish the drink.

“We know it isn’t easy to give up the delicious flavor of Blue Moon, so we set out to create a non-alcoholic brew inspired by Blue Moon Belgian White Belgian-Style Wheat Ale that customers have loved for years but without the alcohol,” said Courtney Benedict, VP of marketing, above premium beer at Molson Coors, in a press release. “Blue Moon Non-Alcoholic brew is the perfect way to stay true to your dry January resolutions while still enjoying the flavor of orange peel and coriander.”

Athletic Brewing

Athletic Brewing Co. is urging consumers to “Give Dry a Try” this January and chart their progress with a proprietary app called Track Record.

The app provides a “guilt-free” way of practicing moderation by giving fans an easy way to chart the days they don’t consume alcohol, along with personalized insights on their progress, according to Athletic, which calls itself America’s largest non-alcoholic brewery. And while customers get motivated, the brand gets the opportunity to drive a more intimate relationship with them, not to mention learn a lot more about their drinking habits.

Sunnyside and BrewDog

Sunnyside, the “mindful drinking” app, now has a mindful-drinking beer. The wellness app has teamed with BrewDog USA on Bright AF, a limited-edition non-alcoholic West Coast IPA, available through BrewDog’s website this month and through the brand’s Non-Alcoholic Beer Club subscription box. Discounts are available for Sunnyside members.

Sunnyside is promoting what it calls “Dry(ish) January,” where app users set modified drinking goals with the goal of reducing their intake as opposed to cutting out alcohol entirely. The same approach in 2023 helped participants better stick to their goals, the company said, with 92% planning to maintain lower alcohol consumption into February, the company said.

Hendrick’s

It wouldn’t be a trend if some brands weren’t trying to subvert it. Hendrick’s Gin, for example, is renaming itself “Hendrick’s Gym” for Dry January. The idea, according to the brand, is to help gin enthusiasts get in shape for the “11-month cocktail-making season” with exercises built around cocktail shaking, drink garnishing and party hosting. Workout swag including sweatbands, headbands and a gym water bottle that looks a lot like a Hendrick’s Gin bottle, are available at the brand’s website. The stunt comes from the agency Quaker City Mercantile.

WhistlePig

The craft whiskey brand Whistlepig is celebrating Dry January with a twist: A “Dank & Dry Old Fashioned”—or a non-alcoholic version of the whiskey cocktail infused with non-psychoactive terpenes from cannabis grown in whiskey barrels. The terpenes, or oils, add aroma and mouthfeel that are often missing from non-alcoholic spirits, according to the Vermont distiller, which is donating proceeds from the $49.99 drink to the Turning Tables charity which benefits bartenders.

RationAle

Non-alcoholic beer company RationAle Brewing is tapping into the notion that non-alc drinkers aren’t restrained sufferers but instead rebels who “crush society’s drinking rules.” The brand this month is encouraging them to throw aside January’s restrictions and celebrate “Jan’Archy” through a sweepstakes offering party packs (cups, ping-pong balls, playing cards and more), as well as a grand prize of a $400 Live Nation gift card and a year’s supply of RationAle brews.

“For many, January can be a total buzzkill burdened with constraints like cutting back on alcohol, spending, and indulgent eating after the festivities of the holiday season,” said Jamie Fay, CEO and co-founder of RationAle Brewing, in a press release. “We’re here to champion the thrill of nonconformity over the dreariness of adhering to cleaning up your act in January. We're proving that January can be full of everything you love, encouraging craft beer enthusiasts to host their own ‘Jan’Archy’ party with or without the booze.”

Seedlip

Seedlip, Diageo’s non-alcoholic spirit brand, is celebrating the new year with a new variety. Notas de Agave features lime, prickly pear and agave flavors and slight heat from peppercorns, and can be used as the base for a mock margarita or paloma, the brand said. “Don’t mind if I don’t,” says actor Regé-Jean Page in a sophisticated promotion video from agency Wheelhouse.

“The zesty lime and fruity agave flavors expand our strong Seedlip portfolio, which we believe will appeal to our U.S. consumers and recruit new drinkers into the Seedlip family,” said Kavitha Krishnamurthy, general manager of Diageo non-alcoholic beverages, in a press release.

Shiner

The K. Spoetzl Brewery, known best for the beer named after its Texas hometown of Shiner, has released its first non-alcoholic brew in time for Dry January. The beverage, Rode0 Golden Brew, will be joined by a red amber and citrus wheat brew this year, as well as a variety pack. The move comes in response to an uptick in non-alcoholic drink sales, which grew by 23% nationally and 17% in Texas in 2023, according to IRI figures cited by the brand.

“Fans of Shiner have consistently requested non-alcoholic options to complement our more traditional beers,” said Tom Fiorenzi, director of brewery and distillery operations for K. Spoetzl, in a press release. “We’re proud to introduce the first of three non-alcoholic brews to our fans. Brewed using the same method as our iconic Shiner beers, the Shiner Rode0 line is authentically Shiner, without the addition of alcohol.”

White Claw

Is hard seltzer without alcohol just plain seltzer? Not according to White Claw, which says its flavor development and technology has produced White Claw 0%, the newly released non-alcoholic seltzer that retains the complexity of its boozy cousin, while including half the electrolytes of some leading sports drinks, with only a fraction of their sugar and calories.

“The industry is ripe for disruption as demand for flavorful, non-alcoholic drinks is on the rise, but current options like excessively sweet mocktails, bland waters, and near-beers are disconnected from what today’s adult drinkers want,” said Phil Rosse, president of White Claw parent Mark Anthony Brands, in a press release.

A consumer survey from White Claw found that the majority of people who drink alcohol (69%), Gen Z (81%), and Millennials (78%) are interested in exploring a “sober curious” or “damp” lifestyle. But 63% of consumers say feelings of expectations and pressure from others, along with the fear of being judged, are making it challenging for them to avoid drinking alcohol during drinking occasions. The majority (64%) of consumers said they wish there were better non-alcoholic options available, and would be more likely to choose them if had flavors they like (83%), were from brands they know (72%), had electrolytes (72%), and were low in sugar (71%).

Bubly

In a sympathetic nod toward sidelined champagne fans during Dry January, Bubly is making it easier for consumers to “skip the bubbly.”

The PepsiCo sparkling water brand is giving away “press for Bubly” buttons to select winners in Los Angeles, New York and Chicago. A takeoff on the popular “press for champagne” trend in social media, the Bubly button utilizes wireless technology and GPS to provide complimentary Bubly delivered for a year.

Sam Adams

While expectant mothers cannot drink alcohol, a measly 17% of their partners abstain in solidarity, according to a Harris poll commissioned by Sam Adams. Addressing this injustice, the Boston Beer Co. brand is offering a chance to win a 40-week supply of its Sam Adams Just the Haze non-alcoholic brew for those who pledge to abstain while their partner is expecting. “Due Date, Brew Date” contest winners will also receive a gift from their baby registry and a 6-pack of Sam Adams at the end of the 40 weeks.

Read more on the campaign from MullenLowe 

“Perhaps one of the best times to try Sam Adams’ flavorful Just the Haze Non-Alc IPA is when it matters most to your significant other,” said Lauren Price, head of brand for Samuel Adams, in a release. “We created ‘Due Date, Brew Date’ as a way for expecting dads and non-carrying mothers to show their appreciation for their partner, without giving up their other great love—beer.”

Parents-to-be can enter through a comment on a Sam Adams Instagram post, tagging their partner and explaining why they are giving up alcohol in solidarity or in the case of expectant mothers, why their partner should accept the challenge.