In today’s fast-paced digital landscape, marketers seek innovative ways to engage their audience and stand out from the competition. Using seasonal marketing content helps brands enjoy a robust and engaging content calendar and see improved brand visibility and sales. For example, one such timely and trendy topic to kick off the new year is Dry January. Dry January campaigns capture brands’ target audience’s interest, featuring content encouraging abstaining from alcohol and providing alternatives.

In this blog post—part of our series on seasonal marketing—we will explore the power of time-sensitive content. Additionally, we will share how businesses can make the most of trends like Dry January to achieve their marketing goals.

The image shows a January calendar to feature seasonal campaigns like Dry January for the month of January.

What Is Dry January?

Dry January is just as it sounds—going dry or abstaining from alcohol for the first month of the year. Millions participate and they do it for varied reasons. Namely, to reset healthier habits, take a break from drinking, save money, or prove to themselves they can go without.

Why Go Alcohol-Free?

Research indicates that 90% of those who abstain from alcohol even for a short time are motivated by health perks. Furthermore, around 73% also aim to save extra cash. Health gains and wallet wins? Sounds like the perfect combination.

Here are some of the best reasons people attempt going alcohol-free for Dry Jan:

  • Lose weight. No beer, wine, or spirits cut hundreds of liquid calories daily.
  • Save money. Quirky budgets reveal most spend around $50 a week on alcohol without realizing it. That’s $200 extra bucks in your wallet.
  • Enjoy a healthier lifestyle. Your liver gets a break and the entire body benefits from flushing out toxins with sobriety.
  • Improve sleep. Many alcoholic drinks disrupt sleep cycles, causing fatigue. Ditch them for better rest.
  • Increase focus. With no foggy hangover headaches, concentration and productivity often surge.

How to Involve Your Brand in Dry January Campaigns to Drive Brand Awareness and Sales

Brands from various industries recognize the marketing potential of the Dry January trend. The most obvious promotions come from non-alcoholic beverage brands. This is due to their products naturally fitting into the narrative of abstaining from alcohol. By promoting their beverages as alcohol alternatives, these brands can tap into the growing consumer interest in health and wellness. Additionally, they can highlight their products’ benefits, such as improved hydration, reduced calorie intake, and refreshing taste. 

How Non-Beverage Brands Are Tackling This Trend

Not a beverage brand? No worries. Non-beverage brands can benefit from participating in this trend too. For instance, Permanent Style, a global authority on classic and luxury menswear, is jumping on the Dry January bandwagon. But, instead of centering their messaging on beverages, they focused on the topic of abstinence by promoting suspending spending. For example, they encouraged customers to fix up their closets, restyle their wardrobes, and rethink the clothes they already own. After all, if folks can ditch the booze, why not take a break from splurging on new threads too? 

Clothing companies finding success with Dry January-adjacent seasonal marketing campaigns could pave the way for other industries. Consider brands shifting from typical New Year’s resolutions-related content to newer and trendier topics, such as Dry January. This applies to companies, causes, or organizations promoting products, services, information, or programs. Specifically, as it relates to fitness, sleep, wellness, personal care, travel, and hospitality.


It doesn’t matter if your brand is an obvious fit for Dry January campaigns or a more generic relevant topic. You can still enjoy numerous seasonal marketing benefits. To begin with, you can create a health-conscious image. Next, you can expand your customer base. Then, enjoy boosting brand awareness. And don’t forget about creating engaging content. The potential results are huge as your company taps into the growing demand for health and wellness tips and products. Don’t let the perception of an “obvious fit” hold you back. Instead, seize the opportunity to be part of Dry January and reap the rewards for your brand’s growth and success.

Brands That Successfully Jumped on the Dry January Trend

Companies that invest in influencer marketing love to participate in trends with their favorite creators. For instance, here are a handful of brands’ seasonal marketing strategies that are getting Dry January promotional content right.

How Health-Ade Offers a Healthy Alcohol Alternative

Health Ade offers a healthy alternative to alcohol during its Dry January campaigns


Health-Ade, a kombucha brand, capitalized on Dry January campaigns. Specifically, it positioned its bubbly probiotic tea as a healthy alternative to alcohol. Transitioning to their campaign, titled “A Different Kind of Feel Good,” they encouraged consumers to make healthier choices. Also, they challenged the notion that Dry January had to be dull or restrictive.

To amplify their message, Health-Ade collaborated with a team of creators on TikTok and Instagram. In this way, they shared creative ways to “swap booze for ‘booch'”. They did this not just during Dry January but also beyond, as stated in the brand’s media release.

Additionally, Health-Ade extended its campaign reach via paid media, email marketing, website promotions, retail activations, and onsite events. Then, the campaign concluded with a mocktail celebration, in partnership with Listen Bar in New York.

Perrier Creates Dry January Enthusiasts


Famous for its sparkling water, Perrier initiated the #MakeDryFly campaign to champion Dry January enthusiasts. The feedback was overwhelmingly positive. To that end, numerous consumers expressed that the beverage was instrumental in guiding them successfully throughout the month.

HOP WTR Rewards Giveaway Participants


In 2022, HOP WTR, the producer of non-alcoholic sparkling hop water, introduced the HOP LOCKR campaign. This seasonal marketing success encouraged consumers to securely stow away their alcohol until February 1. To join in, participants completed a form on a microsite for a chance to win a locker. Then, the winners received a lock along with a month’s supply of HOP WTR. Additionally, they got a combination from the brand on February 1 to unlock their designated locker.

Lucky Saint Goes Underground


In 2023, Lucky Saint, a religious-themed alcohol-free beer, ran a successful Dry January campaign. Comprising 48-sheets cross-track and 6-sheets across London Underground, the campaign was projected to be seen by 52% of Londoners. The results? A whopping 67 million impressions for the brand.

Olipop Elevates Its Dry January Campaigns


Olipop elevated its Dry January game. To that end, instead of sharing mocktail recipes on social media, they introduced Olivier, the digital soda sommelier. This innovative chatbot crafts 20 mocktail recipes tailored to your Olipop flavors and available kitchen ingredients. Then, like a true guide, Olivier points you to the right products to make your concoction a reality. Now that’s how you level up Dry January! 

Playground Addresses a Different Kind of Dry


Playground exemplifies how a non-beverage consumer product goods company makes the most of seasonal marketing content. Christina Aguilera and team launched a line of personal lubricants tailored to women dealing with vaginal dryness. To that end, they approached Dry January with a mission to be women’s go-to solution. What stands out is how they maximized the general theme of dryness, steering clear of both alcohol and abstinence.


In summary, maximizing seasonal marketing such as Dry January campaigns enables brands to see incredible results. For example, top-of-funnel activities like awareness, engagement, and consideration. Additionally, time-sensitive calls to action can boost sales, referrals, and brand loyalty. Capitalize on the power of Dry January and unlock the true potential of seasonal marketing in driving your business forward.


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