ABC Fine Wine and Spirits is embracing Dry January in a unique way with a cheeky new campaign, crafted by creative agency Bacon & Eggs.
The campaign, rolling out in Florida, cleverly promotes the retailer’s premium alcohol selection while supporting participants of Dry January.
Its reverse psychology approach allows the brand to capture the attention of both Dry January participants and non-participants.
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Bacon & Eggs Founder Kia Zomorrodi said that most alcohol retailers either push non-alcoholic alternatives or keep quiet during Dry January.
“We wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren’t,” she added.
The campaign arrives as ABC Fine Wine and Spirits navigates the quieter sales period this month.
By combining humor and brand personality, the retailer not only engages customers but also strengthens its connection with occasional and regular drinkers.
The campaign will run on streaming platforms and social media channels, ensuring maximum reach and engagement with audiences statewide.
Let Your Dry January Begin… or Not
The ad opens with an ABC Fine Wine and Spirits employee proudly stating that the company offers a wide selection of alcohol at unbeatable prices — while also supporting Dry January.
It then humorously transitions to showcasing its premium wines, spirits, and cocktails, all while playfully advising viewers to resist indulgence this month.
This includes the “velvety, bold, full-bodied Cabernet” and “smooth whiskey that wraps around you like a warm hug.”
The spot closes with the employee delivering a nearly sarcastic message, “ABC Fine Wine and Spirits: Proud supporter of Dry January.”
Recently, big brands like Heineken have launched campaigns to embrace non-alcoholic alternatives, challenging norms by promoting fun without alcohol.
