Multimedia

Did Dry January generate a sober curious buzz?

Multimedia

Did Dry January generate a sober curious buzz?


Amidst consumers making and breaking resolutions, the conversation around Dry January—a month of abstaining from alcohol consumption—felt a bit louder than year’s past.

With sober-curious movements gaining steam year-round, what do beverage brands within the alcohol space and beyond need to be thinking about now to stay ahead of this curve?


In a recent LinkedIn Live event, “Buzz or Bust: Did Dry January 2022 live up to the hype?” we took a look at the issues surrounding the sober-curious movement.

Watch the playback of this event, where Genevieve Aronson (VP, Global Thought Leadership, NielsenIQ), Kaleigh Theriault (Beverage Alcohol Thought Leadership Manager, NielsenIQ), and Jenna Movsowitz (Marketing Head and Editor of The Spotlight, Startup CPG) discuss:  

  • How committed were consumers to Dry January in 2022?
  • What opportunities year round exist for brands and retailers in this space?
  • What’s next for innovation in the sober-curious movement?

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