How Spirits Brands Can Win Dry January by Partnering With Creators

Dry January has evolved from a niche wellness challenge into a full-scale cultural moment. Each new year, millions of consumers reassess their relationship with alcohol and partying without necessarily abandoning spirits brands altogether. For spirits companies, this presents an opportunity to show up differently and more creatively.

One of the most effective ways to do that is working with creators. The spirits industry has benefitted from working with creators to create moments in culture through social media, and doing so responsibly remains the main concern. Here is a comprehensive guide to leveraging the moment while staying compliant.

Creators Matter More During Dry January

After the holidays, traditional “cheers” messaging can read as out-of-touch. Creators, however, excel at reframing moments in ways that feel authentic and timely. They can:

• Normalize taking a break without judgment
• Showcase alcohol-free or low-ABV alternatives in everyday routines
• Position spirits brands as part of a long-term lifestyle, not just a night out

Because creators already share wellness routines and personal goals, Dry January content fits naturally into their feeds.

Smart Creator Strategies for Spirits Brands

1. Highlight Non-Alcoholic and Low-ABV Offerings
If your portfolio includes alcohol-free or reduced-ABV options, creators can demonstrate how these products fit seamlessly into Dry January rituals—mocktail recipes, dinner pairings, or hosting moments that don’t feel like a compromise.

2. Focus on Ritual
Creators can emphasize the experience around the drink. That's the glassware, the garnish, or the moment of pause at the end of the day. This reframes spirits brands as lifestyle brands that can go beyond just beverages.

3. Lean Into Education and Transparency
Dry January audiences are curious. Creators can break down flavor profiles, production processes, or how to build complex non-alcoholic cocktails, etc. positioning your brand as thoughtful and premium, even when alcohol isn’t the focus.

4. Have Creators Tell “January to February” Stories
The most successful campaigns don’t end on January 31. Creators can document how taking a break resets habits, influences future choices, and leads to more intentional enjoyment later, which keeps your brand relevant beyond the month itself.

Choosing the Right Creators

Not every creator is right for Dry January. Look for partners who already talk about wellness, balance, food, hosting, or intentional living. Credibility matters more than reach during this period; audiences are especially sensitive to messaging that feels forced or contradictory.

Micro- and mid-tier creators often outperform larger accounts here, because their content feels more personal and less promotional.

Staying Compliant During Dry January

Compliance is especially critical during Dry January, when audiences are more health-conscious and regulatory scrutiny is higher. Spirits brands should ensure creators clearly disclose partnerships, avoid making health or wellness claims, and never position alcohol as a solution to stress or self-improvement. Content should focus on flavor, craftsmanship, ritual, and choice, and remain mindful of age-gating, platform-specific alcohol guidelines, and responsible drinking standards. Clear creative briefs and pre-approval processes help protect both the brand and the creator while maintaining authenticity. Create a specialized campaign brief in minutes at https://app.creatorcatalyst.ai/auth.

Down the Line...

Brands that show up authentically during Dry January earn trust, something far more valuable than short-term sales. By supporting moderation and curiosity, spirits brands can strengthen their relationship with consumers who may drink less but drink better.

‍

Start your creator campaign for January now by signing up at https://app.creatorcatalyst.ai/auth