Dry January Makes a Difference, Even Martha Stewart’s Tongue-In-Cheek TV Spot

Dry January Makes a Difference, Even Martha Stewart’s Tongue-In-Cheek TV Spot

It is the tenth year since Dry January, the campaign conceived by Alcohol Change UK in England to encourage people to drink less alcohol and rethink their relationship with alcohol.

As we near the end of January, we look at some of the effects that Dry January has already had here in the US.

CGA Strategy reported that 35% of people took part in the campaign in 2022; but only 74% made the commitment for a month. Morning Consult, the Decision Intelligence company predicted in the middle of the month that participation in 2023 has fallen by 4 percentage points for two basic reasons. First, that millennials (the 23-38-year-old age group that in the past were among the most frequent drinkers of alcoholic beverages) are turning their backs on pamphlets – in December 2021, reported 69% are alcohol drinkers themselves in comparison. to 62% in 2022. Nielsen IQ also reports that Gen Z is less interested in drinking alcohol than previous generations. The second reason is the economy, alcoholic drinks are expensive! As a result of both factors, Morning Consult reports, fewer drinkers are going “dry”.

Dry January started for a simple reason: in the UK, someone 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 to move drinking into a more conscious choice, instead of what they call a “default”. Studies in the UK and here in the US all point in the same direction; Overconsumption in those with moderate to severe alcohol use disorder (AUD) results in 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.

Dry January also contributed to the demand and January boom in non-alcoholic beverages. Here are the stats from Nielsen IQ: Non-alcoholic beer sales are up 19.5% to $328.6 million, non-alcoholic wine is up 23.2%, resulting in an increase in sales of just over $52 million and is up 88.4% in the growing non-alcoholic spirits category. just over $5 million in sales (I’m looking at this category for huge potential growth). Nielsen IQ data shows that the market for these three non-alcoholic categories has grown by 120% over the past three years and has now reached nearly $400 million in sales.

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

Even alcohol brands are trying to get in on the action; at least as a way to promote their brands. Martha Stewart has teamed up with Tito’s Vodka for a new 60-second TV spot and campaign focused on how to put the vodka “you’re not drinking in January” to good use. They’re calling it “DIY January” and they’re encouraging consumers to use Tito’s pool for other activities, such as spritzing boots to keep them from smelling or adding pasta sauce – and watch the TV spot carefully and you will see Martha. put a lot of vodka to sauce recipe. Martha uses the vodka to clean a bowl, sprays some in the air and then takes it in her mouth and even hits the bottle on a piece of meat to soak it (please don’t try that at home – you could use the bottle break up. and hurt yourself!). She even adds vodka to flowers to keep them fresh.

A quick check online shows that Amazon
AMZN
a 750 ml bottle of Tito’s sells for about $20, at Bev Mo it’s on sale for $16.99 for members (regular price $34.99). Is it expensive to use Tito for these tips from Martha, do you think? Tito’s also came up with a pack – sold out of course – which it shows in the TV spot to add to the top of the bottle: the deodorant, the flavoring and the cleaner. According to the brand more DYI ideas are on the way – including a window defroster (I’m glad I live in California!).

And of course, the point 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 is the brands inside joke and gets a lot of attention. But January is seriously dry as we discussed before.

In Australia, 51% of those who took part in Dry January drink less 4 months after participation (of which around half went back to drinking their normal amounts by the end of January). Other studies across countries that participate and promote Dry January also show reduced consumption.

Dry January is a great program that helps many people understand their relationship with alcohol, and in some cases it brings about behavior change. It is not going to cure those with alcohol addiction, those people need to seek medical advice and help.

And if you missed out this Dry January, don’t worry, Sober October is only 8 months away.

Athletic BrewingNon-Alcoholic Beer & Sparkling Hop Water | Athletic Brewing Co.
Euphorics KinKin Dream Light 500ml
Of SageOf Soi | Non-alcoholic apéritifs made with natural adaptogens
BudweiserBudweiser zero

CDCToo much alcohol can harm your health. Learn the facts | CDC
Consultation in the morningDry January Participation Diplomas in 2023
CGAUS$295m “dry” lift for bars and restaurants after Dry January – CGA

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