You dont need to be a 0% alcohol brand to get the most out of Dry January [Video]

Dry January isn’t just for alcohol… if you can get creative. Lorna Hawtin, chief strategy officer at brand activation agency ZEAL, offers a few examples to show how it is done.

Dry January had a modest origin in 2013, with only about 4,000 participants. Fast-forward to 2025, and the movement is expected to engage over 15.5 million people, according to a recent Censuswide survey on behalf of Alcohol Change UK. This significant leap has drawn the attention of brands far beyond the alcohol industry, who see it as both a cultural moment and a commercial opportunity. But is it just a bandwagon, and how do you ensure you get it right?

Originally, Dry January focused on abstaining from alcohol, to reset after the excesses of the festive season. However, brands in seemingly unrelated categories are quickly starting to leverage the cultural significance of the ‘Dry’ platform to engage with health-conscious consumers on broader topics. It’s an invaluable inflection point …

Tags Brand Strategist, Business, Small Business