Brand Engagement Strategies for drinking detoxes

After a joyful (and maybe a tad too indulgent!) December, many consumers leap into January, ready to revitalise their wellness game and make positive lifestyle changes. Cue the arrival of Dry January, where plenty of people decide to swap out their festive cocktails for a refreshing break without the buzz.

For alcohol brands, this is probably not their favourite time of year. But all is not doom and gloom! We’ve got some handy insights to create compelling brand engagement strategies to navigate these relatively dry waters as we jump into 2025.

No & Low have the chance to shine

This year, a whopping 9% more folks are making resolutions to drink less alcohol compared to last year. And the buzz among the younger crowd is phenomenal—with an 81% increase in 18-21-year-olds turning to no- and low-alcohol drinks. It seems the health-conscious movement has shifted up a gear, and the market for alternative beverages is growing faster than ever.

Many consumers now see non-alcoholic drinks as fun options for various occasions—not just as a substitute. Whether they’re the designated driver, on a shift, or simply enjoying a night out without the boozy effects, they’re turning to no-and-low options for a good time.

For brands that offer no or low-alcohol alternatives, this opens up exciting possibilities for delivering creative campaigns that win audiences' hearts (and taste buds).

Marketing strategies:

• Position these drinks as must-have options—great for any occasion. Help to break the stereotype that they’re just for “non-drinking” scenarios.
• Shine a spotlight on those moments where these drinks perfectly fit into the lifestyles of the target audience. Versatility and health-consciousness are the names of the game.
• Create memorable, value-driven experiences that support consumer desire for a positive, healthier start to 2025.

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Alcohol brands should embrace the Dry Jan vibe

Did you know that while 5% of non-alcoholic beer enthusiasts are full teetotallers, a surprising 16% still enjoy a good old regular beer now and then? It’s all about balance. In fact, 80%of those who opt for non-alcoholic options also drink regular beer monthly.

Supporting this versatile drinking attitude in Dry January can position alcohol brands as understanding their audiences’ wants. Blue Moon delivered an exceptional campaign in 2024,where they offered a free six-pack of regular beer in February for anyone who purchased a no-alcohol six-pack during Dry Jan. Strategies like this showcase brands supporting the start of the year, without compromising on alcoholic offerings later in the year.

Marketing strategies:

• Embrace Dry January as a chance to demonstrate commitment to supporting non-drinkers, showing an understanding of audience needs. Weaving this into long-term strategies for the rest of the year will gain consumer trust and position brands as favourites for alcoholic options when people are ready to explore these choices again.
• With collaborations with favoured celebrities or influencers the top driver for those opting for no and low, implementing social media marketing by collaborating with beloved celebrities and influencers who can share their genuine journeys with Dry January. This builds community and camaraderie, extending beyond just this month.
• Highlight brand versatility with experiential tasting events, showcasing both boozy and non-boozy delights. This way, no matter how someone wants to kick off the New Year, there’s something fun for everyone, and you’ll create lasting connections.

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Low and no are here to stay

Thinking long-term beyond January is the way to win for drink brands. By weaving consumer desire for flexibility and versatility in drinks choices and occasions throughout the year, alcohol brands can establish themselves as trusted partners, keeping the party going well beyond January.