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Taking Dry January Year Round

Dry January has become a popular new year’s resolution among regular drinkers who want a reset, the sober curious and those looking to make a permanent change to their relationship with alcohol. This year, participation in Dry January is up 19%, particularly among Millennials with half giving up drinking altogether and others cutting back and taking a moderate approach.

With any evolution in consumer behavior, we take a close look at how the related industry shapes with it. In this case, the non-alcoholic beverage market is estimated to reach $1.6 trillion by the end of 2026 expanding at an annual rate of about 6% between 2021 and 2026.

So what does this mean for non-alcoholic beverage brands?

With the growing demand for functional beverages to complement health, Dry January is only the tip of the iceberg. There are many opportunities for brands to carry Dry January throughout the year, creating moments that make choosing non-alcoholic beverages accessible to consumers.

Brands have the ability to take ownership of the conversation and support consumers that extend their efforts past January, making it a part of their regular lifestyle. Brands can create digital or in-person activations during key moments like Superbowl, Valentine’s Day, kick-off summer, 4th of July and the holidays, meeting consumers where they are and making it fun and easy to imbibe sans alcohol.

This month, we’re taking on Dry January and beyond with our client and favorite non-alcoholic beverage brand, Crisp & Crude, by subbing our after-work glass of wine with all four of their delicious cocktails infused with fragrant botanical terpenes and hemp for extra chill.

We’d love to hear your take on Dry January and the general movement toward supplementing health goals with functional beverages year-round, so feel free to drop us a line at: or connect with us on Instagram: @sodapoppr


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