Dry January does make a difference, even with Martha Stewart’s tongue-in-cheek TV ad

Dry January does make a difference, even with Martha Stewart’s tongue-in-cheek TV ad

It is the tenth anniversary of Dry January, the campaign that was imagined in England by Alcohol Change UK to get people to consume less alcohol and reconsider their relationship with alcohol.

As we get closer to the end of January, we take a look at some of the effects that Dry January has already had here in the US.

CGA Strategy reported that 35% of people participated in the campaign in 2022; but only 74% met the one-month commitment. Morning Consult, the Decision Intelligence company, predicted in the middle of the month that participation in 2023 is down 4 percentage points for two basic reasons. First, it’s that millennials (the 23-38 age group that were once among the most frequent drinkers of alcoholic beverages) are turning their backs on libations: in December 2021, 69% reported identifying themselves as drinkers. of alcohol compared to 62% in 2022. Nielsen IQ also reports that Generation Z is less interested in drinking alcohol than previous generations. The second reason is the economy, alcoholic drinks are expensive! Both factors, Morning Consult reports, have resulted in fewer drinkers going “dry.”

Dry January started for a simple reason: in the UK, one person dies every hour from alcohol according to Alcohol Change UK. Their mandate is not to eliminate alcohol, but to change the way people drink and make drinking a more conscious choice, rather than what they call “a default.” The studies in the UK and here in the US all point in the same direction; Heavy drinking by those who have moderate to severe alcohol use disorder (AUD) leads to high blood pressure, heart disease, stroke, cancer, mental health problems, liver disease, to name just a few symptoms, according to the Centers for Disease Control and Prevention. Prevention.

Dry January has also helped the popularity and January rise of non-alcoholic beverages. Here are the stats from Nielsen IQ: non-alcoholic beer sales increased 19.5% to $328.6 million, non-alcoholic wine increased 23.2%, with sales just over $52 million and the burgeoning non-alcoholic spirits category increased 88.4% to just over $5 million in sales (I’m watching this category for great potential growth). Nielsen IQ data shows that in the past three years the market for these three non-alcoholic beverage categories has grown by 120% and now sales have reached nearly $400 million.

Major brands like Budweiser (Bud Zero) have jumped onto the market along with celebrities like Katy Perry (De Soi), Bella Hadid (Kin Euporics Dream Light) and NFL’s JJ Watt and chef David Chang invested in Athletic Brewing Company.

Even spirits brands want to get in on the act; at least as a way to promote their brands. Martha Stewart has joined forces with Tito’s Vodka on a new 60-second TV spot and campaign focused on putting the vodka you’re “not going to drink in January” to good use. They call it “DIY January” and encourage consumers to use Tito’s for alternative activities, like adding a little spray to the boots to keep them from smelling or adding pasta sauce, and look carefully at the TV ad and you’ll see Martha. add a lot of vodka to your sauce recipe. Martha uses the vodka to clean a bowl, spraying some into the air and then catching it in her mouth and even breaking a bottle on a piece of meat to soften it up (please don’t try that at home, you might end up breaking the bottle! and hurt you!). She even adds vodka to the flowers to keep them fresh.

A quick check online shows that Amazon
it sells a 750ml bottle of Tito’s for around $20, at Bev Mo it’s on sale for $16.99 for members (regular price is $34.99). Do you think it’s a bit expensive to use Tito’s for these Martha tracks? Tito also came up with a kit, sold out of course, that he demonstrates in the TV commercial to add to the top of the bottle: the deodorant, flavoring, and cleanser. According to the brand, more DIY ideas are on the way, including a window defroster (glad I live in California!).

And of course, the commercial ends with Martha getting ready to drink a Martini because she “needs a drink” after all these alternate uses. Yeah, it’s kind of funny. Yes, it’s the brands inside joke and it gets a lot of attention. But dry January, as we mentioned before, is serious.

In Australia, 51% of Dry January participants drink less frequently 4 months after participation (approximately half of them were back to drinking their normal amounts by the end of January). Other studies in the countries that participate and promote Dry January also show reduced consumption.

Dry January is a great program that helps many understand their relationship with alcohol and in some cases results in behavior change. It will not cure people with alcohol addiction, such people should seek medical advice and help.

And if you missed this dry January, don’t worry, sober October is only 8 months away.

athletic breweryNon-alcoholic beer and sparkling hop water | Athletic Brewing Company.
euphoric kinKin Dream Light 500mL
From SoiFrom Soi | Non-alcoholic snacks made with natural adaptogens
Budweiserbudweiser zero

Centers for Disease Control and PreventionDrinking too much alcohol can harm your health. Get the facts | Centers for Disease Control and Prevention
morning consultationParticipation falls in dry January in 2023
CGAUS$295 million “dry” increase for bars and restaurants after Dry January – CGA

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