DRY JANUARY A review of the best and most interesting Dry Jan activity in 2020
February 2020
DRY JANUARY GETS BIGGER EVERY YEAR LET’S SEE WHAT SOME INNOVATIVE BRANDS DID TO LEVERAGE IT IN 2020
DISTILL VENTURES / DRY JANUARY
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CALEÑO THE NON-ALC BRAND BROUGHT THEIR CHARACTERISTIC JOYFUL SPIRIT WITH COLOURFUL IMAGES AND CLEVER PARTNERSHIPS WITH FITNESS COMPANIES
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HAUS
THE LOWER ALCOHOL APERITIF PROMOTED A “DRY-ISH” JANUARY, ENCOURAGING CONSUMERS TO SWAP THEIR REGULAR SPIRITS FOR HAUS
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EVERLEAF THE NON-ALC APERITIF PLAYED UP ITS BOTANICAL INGREDIENT LIST WITH FERMENTATION EVENTS AND LIFESTYLE IMAGERY
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ATOPIA & DOUBLE DUTCH
THE LOW-ALCOHOL SPIRIT TEAMED UP WITH WAITROSE AND TONIC PRODUCER DOUBLE DUTCH TO PROMOTE THEIR LOW-ALCOHOL GIN AND TONIC
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RITUAL ZERO PROOF RAN A SERIES OF DRY JAN CONTESTS TO BOOST ENGAGEMENT AND GATHER USERGENERATED CONTENT
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STRYYK
THE NON-ALCOHOLIC SPIRITS BRAND UPPED THEIR ALREADY STRONG INSTAGRAM GAME IN JANUARY, GIVING AWAY FREE PREMIUM MIXERS WITH ONLINE PURCHASES
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SEEDLIP
USED THE MOMENTUM OF DRY JANUARY TO LAUNCH A MAJOR CAMPAIGN AND NEW RTD CANNED COCKTAILS
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PERRIER
WHILE THEY DON’T TRADITIONALLY PLAY IN THE NO-AND-LOW SPACE, THE SPARKLING WATER COMPANY RAN AN INFLUENCER CAMPAIGN TO #MAKEDRYFLY
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THE DRY DRINKER
THE LOW-AND-NO ALC RETAILER RELEASED A BOX OF MIXED BEERS TO LAST THROUGHOUT DRY JANUARY
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THE BOTTLE SHOP’S ‘TRY OR DRY’ PROMOTION
THE ONLINE ALCOHOL RETAILER OFFERED TWO PATHS FOR CONSUMERS: STAY DRY, OR TRY SOMETHING NEW
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BREWDOG AF BAR
BREWDOG OPENED A POP-UP BAR FOR DRY JANUARY, GENERATING PLENTY OF HEADLINES AS THE “WORLD’S FIRST ALCOHOL-FREE BEER BAR”
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MINDFUL DRINKING FESTIVAL
CLUB SODA’S JANUARY MINDFUL DRINKING FESTIVAL CELEBRATED ALCOHOL-FREE BEER, WINE, LOW-SUGAR CRAFT SODAS AND MORE
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THE WAGON POP-UP
AN ALCOHOL-FREE COCKTAIL BAR OPENED IN SPITALFIELDS FOR JANUARY, COLLABORATING WITH NO ALC PRODUCERS
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SOME DRY JAN HEADLINES FELT LIKE A STRETCH
Via YouGov DISTILL VENTURES / DRY JANUARY
Via The Spirits Business
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AND WHILE RETAILERS AND PRODUCERS REPORTED GOOD PERFORMANCE
Via The Guardian DISTILL VENTURES / DRY JANUARY
Via The Guardian 17
AND CONSUMERS SAW THE BENEFITS
Via YouGov DISTILL VENTURES / DRY JANUARY
Via The Spirits Business 18
BUT NOT EVERYONE WAS HAPPY
Via The Drinks Business
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Via The Local 19
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THANK YOU