Hop Wtr Gets Hypnotic for Dry January

By T.L. Stanley 

You are getting thirsty, but you will not reach for your usual hooch of choice. Instead you’ll substitute a Hop Wtr for that brew or cocktail, saving yourself a potential hangover and boosting the bottom line of the nascent brand.

That’s the goal, anyway, of a cheeky promotion from Hop Wtr and agency Multiply that’s offering sessions with a “certified hypnotist” named Amy Koford. The “hopnotic spell” she will cast aims to help consumers form healthier habits for the upcoming Dry January.


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The campaign launches as the beginning-of-year temperance movement continues to gather steam. Americans across age demos have cut back on booze and often look to reset, especially, after the indulgent holiday season.

“Dry January sounds like a good idea, but it can be hard to pull off,” according to Jordan Bass, Hop Wtr’s co-founder and CEO, who noted that “putting consumers into a hypnotic trance seemed like a natural extension of our marketing.”

Enter “the happy hypnotist,” who specializes in “happiness and peace, addictions, plus so much more,” per Koford’s website.

Consumers can try to snag the sessions with Koford from now until Dec. 26 via the brand’s website. Winners will also receive a month’s supply of Hop Wtr, which comes in eight flavors and bills itself as a mood-boosting functional beverage.

Hop water as a category a booming niche of the $4 billion non-alcoholic drink space, with sales having jumped 200% in the last year, per NielsenIQ. Hop Wtr is a leader in the space, blending hops with adaptogens and nootropics like ashwagandha and L-Theanine with no calories, carbs, sugar or gluten.