Don't Do Dry January? It's the New 'Don't Buy This Jacket'

Brands in the buzzy non-alcoholic space target drinkers, shunning 'new year, new you' mandates

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As the founding partner of a booze-free spirits brand, it’s heretical for Marcus Sakey to say the following: “Don’t do Dry January.”

And yet, the Chicago-based entrepreneur stands by the message, with its obvious nod to the iconic Patagonia “Don’t Buy This Jacket” campaign. To be clear, Sakey wants American consumers to snap up his Ritual gin, tequila, rum, whiskey and aperitif alternatives—he’d just much rather have a year-round customer than a one-and-done trend follower.

“We’ve always had a simple, non-proscriptive approach, saying, ‘Hey give it a try, and incorporate it the way that works best for you,’” said Sakey, who has grown the five-year-old brand to a 26.4%



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