Cannabis Companies Cash in on Dry January
In a clever marketing ploy, cannabis companies are targeting individuals participating in Dry January, a month-long abstinence from alcohol. By promoting their products as a fun and approachable way to cope with the challenges of sobriety, these companies are attempting to capitalize on the trend. Mary and Jane, an edibles company, is one such example, offering a “Dry January made easy” package, while Artet, a beverage manufacturer, is selling a “High & Dry January” bundle that includes a THC-infused aperitif.
The ads emphasize the benefits of using cannabis instead of alcohol, highlighting the lower calorie count and the idea that getting high reduces the need for booze. While this marketing strategy is undoubtedly a calculated move to attract new customers, it also reflects the growing trend of cannabis use among Americans. As restrictions on marijuana continue to loosen, more people are willing to incorporate the drug into their lives.
Data suggests that cannabis sales surged in January 2024, and a 2023 survey found that 21% of Dry January participants swapped booze for weed during the month. This trend presents an opportunity for experimentation and a chance for cannabis companies to tap into the growing market. By framing their products as a fun and healthy alternative to traditional Dry January approaches, these companies are likely to attract a new audience.
