Transform Dry January Interest in THC Drinks Into Year-Round Demand

Learn how THC Drinks became the Dry January beverage of choice and how brands can keep the momentum going year-round.

Now that the holidays are over and the NYE confetti has been swept away, we’re looking toward the new year with optimism. For many consumers, this involves assessing habits and setting new goals through resolutions or short-term challenges. One such practice that has gained popularity over the last few years is Dry January.

An increasing number of people are choosing to abstain from alcohol entirely after all of the indulgences of the holidays… at least for the month of January, anyway. The motivations for participating in this event are varied, but one thing is clear. Even when cutting out alcohol, consumers still want an indulgent beverage. Enter THC drinks.

Over the last several years, many cannabis brands have noticed a significant increase in beverage sales during January. Considering the recent explosive growth of the cannabis beverage category, this makes Dry January a valuable opportunity for brands to reach new customers. 

The biggest question, however, is whether or not they can keep these customers year-round. Learn how offering THC drinks during Dry January benefits brewers and how they can appeal to this new market year-round. 

  

The Evolution of Dry January

The practice of abstaining from alcohol during the first month of the year gained momentum in the U.S. roughly a decade ago. The official Dry January® campaign from the organization Alcohol Change UK launched in 2013, but there have been similar movements as far back as 1942. ¹

Time USA explained, “The decision to start off the month abstaining from alcohol stems back to the Finnish government’s decision to reduce their alcohol intake to save on more resources in 1942, during a war effort against the Soviet Union after the Finns joined Germany in their fight.”² While the earlier movement may have been about resources, today’s Dry January popularity stems from increased interest in health and wellness. 

One of the creators of the Dry January® campaign sparked her interest in reducing alcohol by abstaining in preparation for a marathon. Some participate for perceived benefits such as weight loss, mental health, improved sleep, etc., while others simply want to assess their consumption levels. With today's increasing demand for NA beers and low-ABV bevs, the movement is clearly stronger than ever. 

According to data from CivicScience, 27% of U.S. adults over the age of 21 were ‘very likely’ to ditch alcohol in January 2024, and 22% claimed they were ‘somewhat likely’ to cut out alcohol. They also stated that “Those who participated in Dry January were most likely to replace alcohol with soda/seltzer products (22%), and cannabis/CBD products came in at a close second (19%).”³

How THC Drinks Became the Ultimate Dry January Beverage

While some participants swap alcoholic drinks for non-alcoholic options like NA beer or hop water, many are now turning to cannabis products. Specifically, THC drinks. 

Between increased legalization and advancements in cannabis extracts and flavor solutions, consumers now have quick access to THC drinks that taste good, feel good, and meet the demand of those who still want an indulgent beverage in social settings.

Many social events revolve around drinking, and THC drinks help people avoid feelings of deprivation. Plus, unlike flower and vapes, non-inhalable cannabis products like beverages don’t require leaving a party to be consumed elsewhere. People can easily sip on a beverage and enjoy the feeling of indulgence. They can also easily manage their buzz since cannabis RTDs display simple dosing. 

Looking at sales over the last few years supports the idea that many consumers are opting for cannabis beverages during January. In February of 2024, Cann CEO Jake Bullock discussed this not-so-mysterious phenomenon with Modern Retail. He cited their 2023 year-over-year revenue increase of 232% and said they expect to surpass those numbers during the following Dry January. 

...monthly transaction trends are showing increased interest during the “Dry” period. For instance, since launching five years ago, the company has seen lower sales leading up to the holidays that then spike in January — the inverse of alcohol sales’ purchase patterns. This year, Cann saw a 56% uplift in the first 10 days of January versus the first 10 days of December.

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Can THC Drinks Meet Year-Round Demand From Wellness-Focused Shoppers?

While some choose to continue avoiding alcohol once Dry January is over, others plan to resume or simply reduce their previous drinking habits. So, while the uptick in cannabis beverages in January is valuable, will it create new customers who stick around? 

We can’t answer that. However, the same could be said when asking whether consumers will stick to any New Year's resolutions. 

New Year's resolutions are usually related to health and wellness, whether it’s mental wellness or lifestyle adjustments that support physical health. Some resolutions simply stick more than others… but they’re a lot easier to maintain when there are convenient, delicious products that support those goals. 

Considering the boom in better-for-you beverage demand, we think it’s safe to say that THC drinks have the potential to fit that bill year-round.

As more individuals become proactive about their health, they are seeking products that promote long-term wellness rather than just providing immediate solutions. This shift is evident in the increasing popularity of items with clean labels, natural ingredients, and minimal additives. Consumers are looking for products that not only enhance their physical health but also support mental well-being, driving interest in functional foods, supplements, and personal care items that contribute to overall life balance.

Between clean label shoppers, sugar-free preferences, growing interest in zero or low-ABV bevs, and the growing demand for functional drinks, the right formulation can meet some or all of those demands. Whether it’s a CBD-infused sparkling water or a high-dose THC soda perfect for social gatherings, brands can formulate cannabis beverages that consumers will continue purchasing long after Dry January is over.

The Skyfarm Series is a TTB-approved collection of recognizable fruit flavors with no added sugar, calories, or mouthfeel. There are no “off flavors,” potpourri, or floral junk. Just high-amplitude fruit flavor top notes perfect for sugar-free and calorie-free beverages. Use “Natural Flavors” on your ingredient list for a clean finished label. 

Brew THC Drinks Consumers Demand Year-Round

At Abstrax, we provide novel solutions for manufacturers looking to streamline, innovate, and gain a competitive edge. With our knowledge, technology, and extensive resources, we’ve crafted our collections to provide recognizable flavors and aromas that make it easy to formulate beverages consumers love. No workflow modifications, no risk of refermentation, and no added sugars or calories.

Add vibrant fruit flavor top notes to cannabis beverages with our Skyfarm Series. Want to craft a THC drink with authentic cannabis flavors and aromas? Our BrewGas Series will infuse any beverage with true-to-type “dank” cannabis flavors with no cannabinoids like THC or CBD. Simply add “Natural Flavors” to your label, and you’re good to go.

Want to differentiate your brand and formulate a flavor never seen before? Contact us today, and let’s brew the best-tasting THC drinks the market has ever experienced.

1. The Dry January® Story. Alcohol Change UK. (n.d.). https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/about-dry-january/the-dry-january-story
2. Burga, S. (2024, January 4). The Origins of Dry January. Time. https://time.com/6552262/dry-january-origins-alcohol-drinking/
3. Shriber, S. (2024, February 6). A Quarter of Americans Participated in “Dry January,” Here’s What It Could Mean Moving Forward. CivicScience. https://civicscience.com/a-quarter-of-americans-participated-in-dry-january-heres-what-it-could-mean-moving-forward/
4. Barkho, G. (2024, February 5). Cannabis Beverage Brands Capitalized on Dry January Interest. Modern Retail. https://www.modernretail.co/marketing/cannabis-beverage-brands-capitalized-on-dry-january-interest/
5. The State of Wellness and Better For™ Products. NIQ. (2024, October 2). https://nielseniq.com/global/en/insights/analysis/2024/state-of-better-for/