How Non-Alcholic Beverage Brands Should Prepare for Dry January


Dry January is buzzing everywhere! It's that special time of year when lots of people decide to take a break from alcoholic drinks for the whole month. This trend isn't just a small wave – it's becoming a big splash each year. More and more folks are joining in to focus on health and wellness after the holiday season.

Now, imagine you're a non-alcoholic beverage brand. Dry January is your big moment in the spotlight. It's a golden chance to show off your products and attract new fans. Why? Because during this month, people are hunting for healthier, alcohol-free beverage options. And guess what? They might stick with these choices even after January. So, it's a pretty important time for brands to capitalize on this opportunity. 

But how do you make the most of this opportunity? That's where we at Crafted step in. We're all about helping brands like yours shine brighter. We know the best ways to catch people's attention and keep them interested. We provide solutions for brands to launch UGC campaigns and make super relatable videos that engage your audience and community. When you team up with Crafted, you're not just getting ready for Dry January; you're setting up for a fantastic year ahead!

Understanding Dry January's Marketing Potential

Did you know? There's a big shift happening in how people think about what they drink. More and more are choosing non-alcoholic options, especially during Dry January. This isn't just a hunch – the numbers tell the story. Here's a startling statistic: Death rates linked to alcohol use have been climbing each year for both men and women. But here's the twist: the rate's going up faster for women (37%) than for men (29%) according to the CDC.

This change in trends isn't just about health scares; it's about a lifestyle choice. People are actively looking for healthier, safer alternatives to alcohol. And when January rolls around, the interest around non-alcoholic options skyrockets. Everyone's talking about "New Year, New Me," and part of that is cutting down on booze. That's where non-alcoholic beverages come into the picture.

So, what does this mean for your brand? Dry January is a mega marketing opportunity for these brands and should be prioritized before it's too late! It's a great time to push your marketing efforts, especially because people are coming up with new goals for the year and finding products that fit into their healthier lifestyle goals.This period offers a unique chance to introduce your brand to a whole new crowd, who might just stick with you long after January ends.

With the right approach, Dry January can turn into a launching pad for year-long success. It's all about catching the wave at the right time and riding it all the way to the shore. And that's exactly what we at Crafted want to help you do.

Positioning Your Non-Alcoholic Beverage Brand

Know Who You're Talking To: The first step? Figuring out who's going to love your drinks. Are they fitness buffs, busy parents, or maybe mindful millennials? Understanding your audience is key. They're not just looking for a drink; they're looking for a brand and product that fits their lifestyle.

Speak Their Language: Once you know who you're targeting, it's all about tailoring your message. Dry January is more than just skipping alcohol; it's about health, wellness, and making better choices for your body. Your brand should echo these values. Show how your drink is tied in their wellness journey, is a refreshing break in their busy day, or a delicious, healthy swap for their usual beverage.

Learn from the Best: The most successful brands of our time don’t just sell a product, they offer an experience, a lifestyle. This is your chance to shine as a brand and show how your product fits into the lifestyle of your audience. Is it zooming in on yoga enthusiasts with a non-alcoholic herbal brew with kombucha. Or does your brand target the work-hard-play-hard crowd where a non-alcoholic cocktail is perfect for unwinding without the hangover. 

In both cases, top brands nail this by understanding their audience and matching their product to the audience's values and lifestyle. That's the sweet spot for positioning your brand during Dry January and beyond. It's about being more than just a drink; it's about being part of your customer's daily life.

Crafted can help you find this positioning with our experience in influencer campaigns and UGC, we know how to make your brand not just seen, but remembered and loved. We're here to help you tell your story in a way that clicks with your audience and sticks with them long after January.

Developing an Effective Advertising Strategy

Start Early, Start Strong: When it comes to Dry January, the early bird gets the worm. Planning your advertising strategy ahead of time is crucial. By starting early, you're not just getting a head start; you're also making sure your message has time to sink in. It's about warming up the audience, getting them excited about your non-alcoholic options before January even begins.

Pick the Right Channels: Where are your future customers hanging out? Is it Instagram, TikTok, or maybe a popular blog? Choosing the right channels is like choosing the right party to go to. You want to be where your audience is. Social media is huge, of course. It's where people share, like, and talk about new finds. Influencer marketing is another powerful tool. When a trusted influencer talks about your drink, it's like a friend recommending something to you. That's powerful.

Say It Like You Mean It: Now, what are you going to say? Your message should be like a conversation with your friend, not a sales pitch. Keep it real, keep it authentic. Talk about the benefits of your drink, sure, but also maybe share stories or moments. Maybe it's the perfect alternative during a gathering or night out, or the go-to refreshment after a long day. Your message should resonate with what your audience cares about – from wellness to unwinding, and making smart choices.

Remember, it's not just about selling a product; it's about connecting with people, being part of their January journey and beyond. With strategic content and creatives you can speak to their hearts. We know how to create content that’s not just seen but felt – content that stays with people and makes them think about their choices.

Creating Engaging Content for Dry January

UGC is Your Secret Weapon: High-quality, relatable User-Generated Content (UGC) is like gold in the world of marketing. Why? Because it's real people talking about your drink. It's authentic, it's trustworthy, and it connects with audiences on a personal level. When someone sees a video or a post from someone like them enjoying your beverage, it strikes a chord. It's not just an ad; it's a recommendation from a friend.

Craft Content that Captivates: When creating Dry January-themed content, think about what your audience is experiencing. Are they looking for health tips, fun non-alcoholic drink recipes, or maybe ways to stay motivated? Your content should be a mix of information, inspiration, and a little bit of fun. For video ads, keep them short, sweet, and to the point. Show your drink in action – maybe it's being enjoyed at a party, or it's part of a relaxing evening routine. The key is to make your content relatable and engaging.

Influencers Amplify: Leveraging influencers is like having a megaphone for your brand. But it's not just any megaphone; it's one that speaks directly to your target audience. Influencers can take your message and amplify it in a way that feels organic and genuine. They can create stories, posts, and videos that showcase your drink in real-life scenarios. Their endorsement adds a layer of credibility and appeal that can significantly boost your brand's reach and authenticity.

At Crafted, we excel in connecting brands with the right influencers. We understand the power of a well-matched partnership. We help you find influencers who resonate with your brand values and have the audience you’re looking to engage. With our expertise, your Dry January campaign can reach new heights, making your brand not just seen but sought after.

How Crafted Can Elevate Your Dry January Campaign

Crafted: Your Dry January Partner: When it comes to making your Dry January campaign a hit, Crafted is like having a superhero team by your side. We're not just about making ads; we're about creating experiences, stories, and connections. Our services are tailor-made to fit the unique needs of the Dry January season.

A Toolbox Full of Tricks: What's in our toolbox? For starters, video ads that grab attention and don't let go. We know how to make videos that are not just pretty but powerful – they tell your brand's story in a way that sticks. Then there's UGC – we help you gather and use content created by real users. This isn't just content; it's social proof, showing that real people love your drink. And let's not forget influencer marketing. We connect you with influencers who don’t just speak to your audience; they speak like your audience.

Smooth Sailing with Our Software: One of the biggest perks of working with Crafted is our technology platform. It makes managing your campaign as easy as sipping a cool drink on a hot day. From planning to execution, our platform streamlines the process, keeping everything organized and on track. This means less hassle for you and more time to focus on what you do best – creating amazing drinks.

With Crafted, you're not just getting a marketing agency; you're getting a partner who's as invested in your success as you are. We're here to help you make the most of Dry January, turning this opportunity into a launchpad for year-round success.


Seize the Dry January Opportunity. As we wrap up, remember, Dry January isn't just a month – it's a golden opportunity for your non-alcoholic beverage brand. It's your time to shine, to show people looking for healthier options that you've got exactly what they need.

Key Takeaways:

- Know Your Audience: Understand who you're talking to and what they want.

- Craft Your Message: Align your brand with the health and wellness values of Dry January.

- Be Early and Be Ready: Start planning your strategy well in advance.

- Engage Creatively: Use engaging content, UGC, and influencers to connect authentically with your audience.

- Partner Smartly: Consider partnering with experts like Crafted to amplify your campaign.

Start Planning Now! There's no time like right now to start planning your Dry January strategy. Position yourself to make this January a smashing success.

We're Here to Help! Interested in making your Dry January campaign a smashing success? Reach out to us for innovative campaign strategies, content creation, and influencer partnerships that resonate with your audience. Let's make Dry January 2024 the best one yet for your brand!

Dec 18, 2023
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