Beverage brands update Dry January marketing based on changing consumer habits

This story was first published by Digiday sibling Modern Retail.

This January, beverage brands including NA players are steering clear of villainizing alcohol.

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.   

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