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.
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 have been riding a separate wave among “sober-curious” Gen Zers who are rejecting the conventions of their parents, including the way they drink. Hashtags like #Hangxiety (regretting the effects of over-imbibing) and #DampLifestyle (curtailing drinking) are trending on social channels. Online alcohol retailer Drizly reports that the market share of non-alcoholic drinks sold on the platform jumped by 24% in 2022.
Below, a look at how some brands are marketing as Dry January begins.
Sam Adams' Tank Test
Samuel Adams brewer Boston Beer Co. calls its Just the Haze “the beer lover’s non-alcoholic.”
The company put that claim to the test by inviting beer enthusiasts around Boston to see if they could determine which of five glasses of Sam Adams beer was the non-alcoholic one—while seated at a dunk tank filled with beer. For many, it turned out to be a cold and wet January. Goodby Silverstein & Partners is behind the campaign.