Brand Marketing

Dry January marketing—how brands are reaching the sober-curious

(Samuel Adams)
January 05, 2023 10:58 AM

Despite comprising less than 1% of their respective industries, non-alcoholic beers, wines and spirits are growing rapidly. The category hopes to gain more fans during Dry January, which is when consumers pledge to abstain from alcohol as a step toward better health and weight loss that the new year typically brings.

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