January always brings a wave of resolutions and a focus on wellness. “New Year, New You” was the mantra, and many consumers embraced healthier habits, often including a break from alcohol. But how did the food and beverage industry react to this shift in consumer behaviour?
☂️ Dry January 🍺
Every year, with the return of Dry Jan, brands get more creative with their campaigns to maintain consumer interest. Reports even suggested that draught alcohol-free sales were up by +238% in January 2025 compared to last year[1].
We’re seeing a surge in low-alcohol options from established alcohol brands. Their “no and low” and alcohol-free ranges are proving a popular choice. But how are brands outside the alcohol industry creatively using Dry January?
Trip Drinks
One brand that made a splash on social media was Trip. Despite not being an alcohol brand, they cleverly leveraged Dry January with an influencer campaign on TikTok, positioning Trip as the ideal alcohol-free alternative when searching ‘Dry January Drinks’ on TikTok.
@trip.drinks We got you! #tripdrinks #tiktokshop #anxietyrelief #tripgummies #magnesium #tiktokmademebuyit #dryjanuary
Walkers Crisps
Another unexpected contender for Dry January is a collaboration between Danny Dyer and Walkers Crisps. Danny Dyer and Walkers Crisps have teamed up on their “Better For You” range. In the ad, Danny can be seen serving up “pints” of crisps, to play into the fact that all Walkers snacks are alcohol-free. This playful campaign shows how Walker’s has successfully hijacked Dry Jan to promote its “better for you” range.
Death to Dry Jan
Many no and low alcohol brands are taking a different approach. They’re championing the deliciousness of their drinks and promoting year-round enjoyment, regardless of alcohol. Why abstain at all when you can enjoy these drinks more often?
Mash Gang
Mash Gang, took to the beach of Brighton to share its low and no alcohol craft beers and to dispel the myth that January has to be a dull and miserable month, with its Death to Boring January campaign. They took over Brighton Beach to hold a “Death to Boring January” funeral, complete with a coffin, hearse, and eulogies from the brand founders.
By associating their drinks with celebration, and enjoyment, they’re helping to normalise their low and no craft beers as a regular part of people’s lives, not just a temporary substitute during Dry January. Complimenting the growing trend of mindful drinking, rather than just restriction!
Botivo
The co-founder of Botivo also weighed in on Dry January by sharing her thoughts on LinkedIn, explaining why it’s not a phrase you’ll see associated with their brand.
“The first rule of Botivo? We don’t talk about Dry Jan (and here is why) ‘Dry Jan’ is GREAT for bringing new people into the category, but on a brand level it is not language that makes sense for Botivo to use.” Here are 3 reasons why it’s not right for our brand:
1) Botivo Drinks | B corp is not a moderation brand, we are a pleasure brand so suddenly using the language of moderation in our comms for one month does not make sense. Some people may drink us to moderate, but it’s not why we exist.
2) Straddling the non alcoholic and alcoholic world is FUNDAMENTAL to our brand vision. 1 in 4 of our drinkers mix Botivo WITH booze in the home as they love the botanical layers Botivo brings to tequila, whisky, gin, mezcal – you name it. I want Botivo to be THE bottle on the table at every dinner party that connects everyone- not just non drinkers. Is that not what making everyone feel included is all about?
3) You only get 1 chance for a first impression. If consumers are seeing us for the first time and hearing us shout about ‘Dry Jan’, then this will be in our DNA with them forever. And that not where we want to sit.”
🥗 Health Kick 🧠
After a surge of high calorie foods, sugars and fats from Christmas, it’s no surprise that everyone looks at reshaping their diet in the New Year. With that in mind, brands begin to revamp their marketing strategies to raise awareness of their current health benefits, or even introduce healthy NPD to the market in peak health season.
M&S’ Brain Food
Focusing on health benefits, Marks and Spencer’s looked at positioning mental wellbeing as one of their priorities for the New Year. Declaring 2025 the “Year of the Brain”, the brand has introduced ‘Brain Food’ selection of snacks to shelves in January. The exclusive Brain Food range features a choice of nutrient-packed snacks, cereals and store cupboard staples, which include the top six brain health-supporting nutrients.
The ‘Brain Ball’ has driven the most noise as people put their money where their mouth is and ‘trial and test’ the newest snack. To encourage more people to pick it off the shelf, M&S also partnered with the Northern Ireland Football team to inspire their brains.
Functional drinks
During 2024, we saw consumers increasingly search for healthier alternatives to their usual beverages, resulting in the rise of plant-based, decaffeinated and vitamin-infused coffee. This year, that continues, and brands continue to amplify the health benefits of their drinks even further.
Established ‘superdrink’ brands, such as Free Soul, are also ensuring they keep up with the latest trends, expanding their product lines with innovative electrolytes for hydration, improving muscle function and nerve function as well as maintaining healthy blood pressure.
Newer brands are also becoming more popular, such as Freja, who has introduced its new bone broth shakes to social media. Bone broth’s health benefits are becoming increasingly recognised, driving its popularity. So far, it’s been spotlighted for everything from benefiting gut health and digestion to joint pain relief and glowing skin!
🍔 Collaborative QSR 🍟
Collaboration seems to be a trend to start this year. This January has seen a surge in partnerships, with brands tapping into celebrity influence, particularly quick service restaurants. Why have your usual order when you can try your favourite celeb’s limited-edition meal? Here are just a few brands who’ve jumped on the opportunity to collab with the celebrities of the moment.
Dunkin’ Donuts
Dunkin’ is kicking off the new year with a sweet and caffeinated collaboration. The launch of its new ice coffee is celebrated through Dunkin’s new ad campaign, Shake That Ess’, featuring Grammy-nominated artist Sabrina Carpenter.
Fans are encouraged to try Sabrina’s Brown Sugar Shakin’ Espresso, inspired by her chart-topping hit Espresso. It’s the perfect sweet treat as she continues her Short and Sweet Tour.
McDonald’s Famous Orders
No matter how famous you are, everyone has a favourite Maccies order. And now McDonald’s has asked celebs to share their favourite orders, turning them into menu options for anyone who fancies a change from their usual.
To launch in the UK and Ireland, McDonald’s dropped the hottest collab, with multi award-winning artist Stormzy (AKA Big Mike) making history, sharing his famous Maccies order. Fans will need to be quick, as these Famous Order meals will only be available for a limited time!
Credit: McDonald’s
Pop Eyes x Don Julio
To celebrate the Super Bowl LIX, American football fans can enjoy a limited-edition Popeyes order. As the “Official Wing of Watching Football”, Popeyes has collaborated with tequila brand Don Julio, the “Official Tequila of the Big Game”, to create a unique menu addition.
The two brands have collaborated to launch the exclusive Popeyes x Tequila Don Julio Championship Lineup menu, available at just six restaurants in the US – located in the hometowns of the two finalist teams, Philadelphia and Kansas City.
Credit: Forbes
Interested in capitalising on the latest food and drink trends? Get in touch at hello@hatch.group to get started.
[1] https://www.hospitalityandcateringnews.com/2025/02/january-sees-draught-alcohol-free-sales-up-238-at-greene-king/
