Beer Brands Get Sober About Dry January—and Learn to Adapt

Sales have dropped between December and January, but experts point to a larger trend

Actor on couch
Miller64 encourages people to try a "Dry-ish" January. Miller64

People in the business of selling alcohol cannot feel great about the following statistic: Between 2015 and 2019, mentions of Dry January on social media increased by 1,083%, according to analysis from market research firm Mintel.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.