Tito’s Vodka Enlists Martha Stewart for DIY January

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Taking part in Dry January? Martha Stewart has just a few solutions for how you can use your Tito’s Vodka in case you aren’t consuming it.

The vodka firm and way of life maven partnered to create “DIY January,” a marketing campaign displaying the varied methods the Tito’s DIY January equipment 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 conscious alcohol consumption.

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

In keeping with 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 more likely to devour alcohol commonly. A survey by Numerator discovered Gen Z’s alcohol consumption and buying habits are influenced by issues about the way it impacts their temper, habits, and social media presence. 

These identical 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 indicate much less curiosity in consuming alcohol than their predecessors, campaigns corresponding to DIY January (minus the satire) might develop into the brand new norm for manufacturers trying to attraction to sober-curious shoppers. 

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