Day: January 28, 2021

Has Dry January Really Lifted Non-Alcoholic Beverage Makers’ Spirits?


9 min read


Dry January is just about wrapped, but for the non-alcoholic-beverage industry, returns have been anything but sobering. In recent years, a bumper crop of near-beer manufacturers, booze-agnostic distilleries and boutique-seltzer brands — among other similar upstarts — has reaped the rewards of folks generally looking to dry out or augment their consumption. And as we get deeper into this pandemic, there’s even more of a clamoring for cleaner alternatives that still approach the sensation of an intoxicating pint or snifter. 

Entrepreneur spoke with representatives from four companies who went into 2021 with a vested interest in appealing to both passingly sober-curious and resolutely reformed consumers about marketing around Dry January with an eye on long-term customer retention. The bottom line? Their glasses are definitely more than half-full.

Related: Dwayne Johnson and Dany Garcia Add New Energy Drink, ZOA, to Ever-Expanding Portfolio

Image Credit: Courtesy of Athletic Brewing Co.

The non-alcoholic beverage brand: Athletic Brewing Co. (Stratford, CT)

The non-alcoholic offerings: A suite of virtually 0% ABV craft cans ranging from its seasonal All Out Sout to the year-round Upside Down Golden Ale. And, yes, they also make seltzer

Its approach to Dry January: Meeting it head-on. Athletic unveiled Dry January Survival Packs in the weeks leading up to 2021, along with a corresponding

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