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.

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