For some people the start of the new year means abstaining from alcohol for a month. According to a recent NPR report some 25% of American adults participated in the so-called “Dry January” initiative in 2024.   

Now Florida alcohol retailer ABC Fine Wine and Spirits is launching a campaign that embraces Dry January while simultaneously sharing its extensive selection of wines, spirits, premixed cocktails and beers found within 127 stores across the state.   

In the campaign's anchor spot, from Los Angeles ad agency Bacon & Eggs, the alcohol retailer cheekily announces its enthusiastic support for Dry January, then proceeds to describe its tantalizing array of velvety cabernets, perfectly frosted IPAs, and smooth whiskeys, while insisting that viewers "definitely shouldn't" indulge in these libations during the month.  

"Most alcohol retailers either push non-alcoholic alternatives or go quiet during Dry January," explains Kia Zomorrodi, founder and Chief Creative Officer of Bacon & Eggs. "We wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren't. The campaign's reverse psychology approach lets ABC own the conversation while showcasing its impressive selection in an entertaining way."  

The campaign is set to roll out the week of January 6 during a traditionally quiet period for alcohol sales. Spots will run on streaming platforms and social media channels across Florida.