Dry January 2020: A Wrap-Up

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

DISTILL VENTURES / DRY JANUARY

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HAUS

THE LOWER ALCOHOL APERITIF PROMOTED A “DRY-ISH” JANUARY, ENCOURAGING CONSUMERS TO SWAP THEIR REGULAR SPIRITS FOR HAUS

DISTILL VENTURES / DRY JANUARY

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EVERLEAF THE NON-ALC APERITIF PLAYED UP ITS BOTANICAL INGREDIENT LIST WITH FERMENTATION EVENTS AND LIFESTYLE IMAGERY

DISTILL VENTURES / DRY JANUARY

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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

DISTILL VENTURES / DRY JANUARY

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RITUAL ZERO PROOF RAN A SERIES OF DRY JAN CONTESTS TO BOOST ENGAGEMENT AND GATHER USERGENERATED CONTENT

DISTILL VENTURES / DRY JANUARY

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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

DISTILL VENTURES / DRY JANUARY

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SEEDLIP

USED THE MOMENTUM OF DRY JANUARY TO LAUNCH A MAJOR CAMPAIGN AND NEW RTD CANNED COCKTAILS

DISTILL VENTURES / DRY JANUARY

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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

DISTILL VENTURES / DRY JANUARY

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THE DRY DRINKER

THE LOW-AND-NO ALC RETAILER RELEASED A BOX OF MIXED BEERS TO LAST THROUGHOUT DRY JANUARY

DISTILL VENTURES / 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

DISTILL VENTURES / DRY JANUARY

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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”

DISTILL VENTURES / DRY JANUARY

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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

DISTILL VENTURES / DRY JANUARY

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THE WAGON POP-UP

AN ALCOHOL-FREE COCKTAIL BAR OPENED IN SPITALFIELDS FOR JANUARY, COLLABORATING WITH NO ALC PRODUCERS

DISTILL VENTURES / DRY JANUARY

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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

DISTILL VENTURES / DRY JANUARY

Via The Local 19

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THANK YOU