You’ve likely heard of the term ‘Dry January’ but might wonder what the fuss is all about. Dry January (or ‘Dry Jan,’ as it’s often called) is an annual initiative where people commit to staying alcohol-free throughout the month of January.
Originally launched in 2013, Dry Jan was created to encourage individuals to take a break from alcohol after the festive indulgence of the holiday season. This break offers an opportunity to reflect on drinking habits and experience the physical and mental benefits of living a sober lifestyle.
With the rise of health-conscious attitudes over recent years, the Dry January movement has gained significant momentum, not just in the UK, but globally. Reports suggest that for 2025, approximately 15.5 million people planned to join the movement[1].
The new year brings with it a fresh start, and with that comes the urge to set new resolutions. Here are some popular trends:
🎊 ‘New Year, New Me’ 🏃♂️
Many people adopt the ‘New Year, New Me’ mentality, symbolising a fresh opportunity for personal growth. One of the most common resolutions involves leading a healthier lifestyle, as 13% of the population aimed to reduce their alcohol consumption in 2024[2]. Dry January perfectly aligns with this trend, providing a unified platform for people to participate in, helping individuals keep their resolutions.
💰 Budget Saving to Beat the January Blues 🥤
January also marks the return of financial recovery after the holiday season’s splurge. Many people try to save money as they recover from the festive period, and Dry January offers a perfect opportunity to do so. With the financial pressures of January and the anticipation of ‘Blue Monday’ (20th January 2025), many find participating in Dry Jan not only helps improve their health but also alleviates financial strain. According to Alcohol Change UK, those who participate in Dry January save an average of £118 by cutting out alcohol and impulse buying[3].
What Are Brands Doing This Year?
The growth of the Dry January movement has not gone unnoticed by brands aiming to engage with this health-conscious audience. Many are leveraging the event to align themselves with positive, health-driven messaging, and here are some of my standout campaigns for 2025:
⚰️ Mash Gang – The Wake to Bid Farewell to Boring Januarys 🍻
January often carries a reputation for being bleak – especially for those embracing Dry January. But who says sobriety has to be dull? In January, Hatch teamed up with Mash Gang, the rebellious non-alcoholic craft beer brand, known for injecting attitude and innovation into the alcohol-free space. This year, they set out to shatter the stereotype that Dry January is a month of monotony, proving instead that it can be just as lively, indulgent, and unforgettable as any other time of the year.
To drive their message home, Mash Gang hosted a “funeral” for boring Januarys. This wasn’t your typical solemn affair – far from it. With a branded hearse packed with Mash Gang beers, a Grim Reaper entertaining the crowd, and a humorous eulogy from Mash Gang’s founder, the event stood out for its irreverent approach.
The funeral procession took to the streets, catching the attention of passersby, while guests enjoyed free-flowing non-alcoholic beers. A lively crowd of 200+ attendees embraced the high-energy atmosphere.
Mash Gang didn’t stop at just the event. Leading up to the funeral, they activated a stunt at Brighton Beach, transforming part of the shoreline into a “graveyard” to spark intrigue and generate buzz. Additionally, they hit the streets with a 1,500-can giveaway, ensuring that their beers landed directly in the hands of curious drinkers looking for an alternative to traditional booze.
🥔 Walkers – ‘Better for You’ 🥔
Walkers’ ‘Better for You’ campaign humorously promoted their snacks as ‘0.0% alcohol,’ tying in with the Dry January theme. Featuring actor Danny Dyer serving crisps from a pint glass, the campaign mirrors alcohol-free beer advertisements and highlights that even in social settings, there are alternatives to a pint. Walkers’ healthier snack options, such as Walkers Baked, Snack A Jacks, and Pop Works, also align with the movement’s focus on health and fitness.
🌯 Chipotle x Strava – ‘The City Challenge’ 🏃♂️
Credit: Chipotle
Though not directly related to Dry January, Chipotle’s collaboration with Strava supported the broader health and fitness movement. The ‘City Challenge’ encouraged participants to get active by running, cycling, or walking around their cities. The challenge offered rewards like Chipotle gift cards and other exclusive prizes for logging activities on Strava. This initiative resonated with people across the globe, with over 15,000 participants in New York alone[4]. It was an excellent way for users to stay motivated, earn rewards, and explore new routes in their city while maintaining a healthy lifestyle.
Overall, it is clear that the ‘Dry Jan’ movement is one to keep an eye on and get involved with, refreshing the idea of sobriety. Want to find out how your brand can get involved with trends like Dry January? Get in touch at hello@hatch.group
[1] https://www.strava.com/challenges/4838?hl=en-GB
[2] https://www.forbes.com/uk/advisor/life-insurance/new-years-resolution-statistics/
[3] https://www.bbc.co.uk/news/business-68019470#:~:text=Jasmine%20Hoole%20tried%20Dry%20January,of%20things%2C%22%20she%20said.
[4] https://alcoholchange.org.uk/blog/mind-body-bank-balance-why-over-a-quarter-of-brits-are-planning-a-booze-free-january
