Tito’s Vodka Enlists Martha Stewart for DIY January

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Collaborating in Dry January? Martha Stewart has a couple of recommendations for how one can use your Tito’s Vodka in case you aren’t consuming it.

The vodka firm and life-style maven partnered to create “DIY January,” a marketing campaign exhibiting the varied methods the Tito’s DIY January package can be utilized round the home, served with a splash of humor.

Although the advert spot is clearly a joke it underscores an rising pattern in aware alcohol consumption.

Drizly reported a noticeable enhance in non-alcoholic beverage gross sales in January 2022 — a 48% soar from the prior yr’s non-alcoholic beverage gross sales. In the identical report, Drizly additionally famous merchandise that have been perceived as “lighter” corresponding to clear wine and onerous seltzer have been a number of the top-selling merchandise final January.

In response to Gallup, alcohol consumption for American adults is on the decline and Gen Z’s consuming patterns could also be influencing the shift. 

In comparison with Millennials, older Gen Z’s spend 40% much less cash on alcohol and are much less prone to devour alcohol usually. A survey by Numerator discovered Gen Z’s alcohol consumption and buying habits are influenced by considerations about the way it impacts their temper, conduct, and social media presence. 

These similar themes might ring true for youthful members of Gen Z as properly, as there was a decline in underage consuming over the previous decade. If youthful generations proceed to point out much less curiosity in consuming alcohol than their predecessors, campaigns corresponding to DIY January (minus the satire) might turn out to be the brand new norm for manufacturers trying to attraction to sober-curious shoppers. 

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