Why Recess is rethinking Dry January as drinking trends toward moderation

Recess, the practical beverage model, is looking for an finish to Dry January, the development that sees shoppers stop alcohol for the primary month of the 12 months to reset their well being and wellness, per particulars shared with Advertising Dive. A brand new marketing campaign, which launched the primary week of January, focuses on moderation and comes as different practical and nonalcoholic manufacturers — together with Athletic Brewing, Hopwtr and Seedlip — make renewed pitches to these abstaining from alcohol fully. 

“Each different alcohol various model goes to say, ‘simply drink me as an alternative of alcohol all month,’” Recess Founder and co-CEO, Ben Witte, stated of the marketing campaign’s origin. “Dry January has grow to be the most important New 12 months’s decision for therefore many individuals, and like most New 12 months’s resolutions, most individuals that say they’re going to do it, don’t find yourself finishing it.”

Central to the marketing campaign is a full-page advert that ran within the New York Occasions on Jan. 11, timed to the weekend of Quitter’s Day, when many individuals surrender on their New 12 months’s resolutions. The advert takes the type of a manifesto by Witte that maintains, “You’re not damaged. You don’t want a brand new you,” and positions Recess as an “antidote to trendy occasions.”  

“It’s not clearly political, however I feel everybody needs moderation in all aspects of life nowadays,” Witte stated of the manifesto. “We reside in a world of extremes proper now — excessive change, excessive politics — and I feel what individuals are in search of is steadiness, moderation and equilibrium. Having a model that stands for that and helps lead you there’s what we’re attempting to do.” 

The hassle was created in partnership between Recess’ in-house advertising workforce and company Higher Half, which labored with Equinox in 2023 on a equally iconoclastic marketing campaign, “We Don’t Converse January.”

All issues carefully

Together with a Quitter’s Day occasion on Jan. 9 at The Snow Lodge in Aspen, Colorado, that featured a sponsored DJ set by Hugel, the marketing campaign consists of an owned media push, influencer partnerships and conventional and digital out-of-home promoting. The media method is supposed to be reasonable, consistent with the marketing campaign’s tone.

“I have a look at the marketing campaign as extra of placing a stake within the floor with what our positioning is as a moderation model. I don’t have a look at this as a large nationwide marketing campaign,” Witte stated.

Recess launched in 2018 with a line of glowing waters infused with hemp extract and adaptogens and packaged in pastel-colored cans aimed toward soothing stressed-out millennials. The corporate has since shifted focus from CBD-infused drinks to further strains, together with practical Recess Temper drinks and Recess Zero Proof craft mocktails.

The model’s chief use circumstances have been performing as a night alternative for a glass of wine, as a drink between drinks or as an alcohol various whereas socializing, Witte defined. These events align with consuming traits pushed by youthful shoppers who’re imbibing much less incessantly. The shift — whereas much less important than complete abstinence — remains to be having a large impact on the alcohol trade. 

“I don’t like this time period sober-curious, as a result of I feel whereas there are extra folks [who] usually are not consuming in any respect … the most important development is round moderation, not elimination,” Witte stated. “This entire dialog on the ‘demise of alcohol’ is dramatically overstated, even amongst Gen Z.”