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The start of January opens the floodgates for campaigns revolving around various “New Year, New You” concepts, from marketers of fitness chains, dating apps, health food products and more. Beverage marketers for years have toyed with Dry January, the decade-old challenge that encourages consumers to abstain from alcohol in the first month of the year, in campaigns for brands both alcoholic and not.
This year, nonalcoholic beer maker Athletic Brewing is remaking Dry January in its own image with an “Athletic January” campaign that maintains “there’s nothing dry about it.” The effort is informed by research cited by the brand that found nearly two-thirds of consumers claim to be moderating their alcohol consumption, with more than a third of U.S. drinkers planning to reduce or eliminate alcohol in January.
“The consumer is already very inclined, especially younger consumers, Gen …