Could ‘Damp January’ Reflect New Consumer Attitudes Toward Alcohol?

Everyone has heard of “dry January” and “sober October” by now. But, what about “damp January” instead? In an examination of potential changes in consumer attitudes toward alcoholic beverages during periods recently held up as abstinence-heavy, Modern Retail’s Gabriela Barkho suggested that a third way forward was emerging: less shame, more moderation.

“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,” Barkho began.

“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,” she added.

Citing data coming from Oar Health that indicates Dry January participation has reached new highs as of late — coinciding with several reports that younger members of society, particularly Gen Zers, simply aren’t drinking as much alcohol as those preceding them, per an earlier NYT report — it could indicate that a new paradigm is emerging. However, it’s not as clear-cut as simply advocating for total abstinence-based messaging, which could invoke feelings of guilt, or shame, among some audience members.

Benjamin Witte, founder and co-CEO of Recess, was quoted by Barkho as noting that his company (which produces mood-boosting mocktails) was engaged in a broader strategy of endorsing moderation rather than complete avoidance of alcohol.

“We are trying to position [Recess products] more for the moderation market versus just sober or sober-curious people,” Witte said, also underscoring the notion that the bulk of consumers who enjoy non-alcoholic beverage products were more in-tune with moderation versus complete abstinence.

Retail Differentiation May Mean Even More Granularity in Terms of Demographic Camps When it Comes to Relationships With Alcohol

Speaking of The New York Times, Recess purchased a full-page ad with the NYT on Jan. 11, pitching the idea of “Quitter’s Day.”

“Perfection is a terrible New Year’s Resolution,” the full-page ad argues. That campaign also goes further with an influencer component, in-person activations, and out-of-home ads throughout New York. Witte stated that his company’s core customer base consumes it’s mocktails on weeknights (versus a traditional glass of wine), and in between alcoholic beverages while socializing.

As Barkho reiterated, the new messaging in the NAB (non-alcoholic beverage) space is actually keen on avoiding an “all-or-nothing” proposition, and Andrew Katz — CMO at Athletic Brewing, a non-alcoholic beer company — agreed with this line of thinking.

“[Of Dry January’s earlier abstinence-only messaging] But we want people to play it however they want, and we want to be a great option for them, which is why we’re calling it ‘Athletic January,’” Katz said.

On the other hand, the two major forces spurring change in the NAB sector (heightened competition and reduced alcohol consumption), may simply be extending their focal point beyond January or September, instead focusing on an ideal in which the mass of U.S. consumers opted for moderation year-round, including NAB selections into a rotation of alcoholic drinks (albeit fewer in number for the latter category).