Recess Challenges Dry January, Advocating for Moderation in Alcohol Consumption
Recess, a functional beverage brand, is shifting the focus from total sobriety to moderation in its latest campaign, effectively declaring an end to the traditional Dry January practice. Launched in the first week of January, this initiative aligns with recent trends among consumers who prefer moderation over complete abstinence from alcohol. While many brands in this space, such as Athletic Brewing and Seedlip, continue to push for total avoidance, Recess’s co-founder Ben Witte highlights a more balanced approach.
“While most alcohol alternative brands encourage consumers to replace alcoholic drinks throughout January, we recognize that many individuals set resolutions but struggle to maintain them,” said Witte. Notably, the campaign debuted timed with Quitter’s Day, a date when many abandon their New Year’s resolutions. Central to the campaign is a full-page advertisement in the New York Times, featuring a manifesto from Witte, which emphasizes that “You’re not broken. You don’t need a new you.” This positions Recess as a solution for modern lifestyle challenges.
Witte elaborates that the ethos of moderation reflects the current climate, where people increasingly seek equilibrium in various aspects of life. This campaign, crafted in collaboration with the marketing agency Better Half, also includes a range of outreach methods, including influencer partnerships and both digital and traditional out-of-home advertising.
Additional highlights of the campaign include a Quitter’s Day event held on January 9 at The Snow Lodge in Aspen, Colorado, along with sponsored entertainment. This initiative is meant to reinforce Recess’s positioning as a moderation-focused brand rather than a large-scale national campaign.
Established in 2018, Recess initially specialized in sparkling waters infused with hemp extract but has since expanded to include products such as Recess Mood beverages and zero-proof craft mocktails. Witte notes that rather than a rise in total abstinence, the discernible trend among younger consumers, particularly Gen Z, is a preference for moderation.
In summary, Recess’s campaign not only challenges the traditional expectations of Dry January but also celebrates a balanced approach to alcohol consumption, making it relevant for today’s health-conscious consumers.
