Florida wine and spirits retailer supports Dry January—with an ad full of liquor

Dry January isn’t the greatest consumer trend if you’re an alcohol retailer. But Florida chain ABC Fine Wine & Spirits is having some fun with it—by voicing support for Dry January while at the same time playfully tempting people with its array of liquor products.

A 50-second spot shows viewers all sorts of tasty alcohol choices they definitely shouldn’t consume this month—humorously maintaining brand engagement during a traditionally quiet period for alcohol sales. 

“This campaign perfectly captures our brand personality while acknowledging the reality of Dry January,” said Mary Beth Lytle, marketing director at ABC Fine Wine & Spirits. “Whether our customers are taking a break or raising a glass, we want them to know ABC supports their choices—while reminding them we’ll be here with an amazing selection when they’re ready to celebrate.”

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

The spot, which will also run as a :30, was made by creative agency Bacon & Eggs. It will run on streaming platforms and social media in Florida beginning Jan. 6. Fun fact: The actor in the spot, Connor Sullivan, is also a creative director at Bacon & Eggs.

“Most alcohol retailers either push non-alcoholic alternatives or go quiet during Dry January,” said Kia Zomorrodi, founder and chief creative officer of Bacon & Eggs. “We wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren’t. The campaign’s reverse psychology approach lets ABC own the conversation while showcasing its impressive selection in an entertaining way.”

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