Tito’s Vodka Enlists Martha Stewart for DIY January

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Participating in Dry January? Martha Stewart has a few suggestions for how to use your Tito’s Vodka if you aren’t drinking it.

The vodka company and lifestyle maven partnered to create “DIY January,” a campaign showing the various ways the Tito's DIY January kit can be used around the house, served with a splash of humor.

Though the ad spot is clearly a joke it underscores an emerging trend in mindful alcohol consumption.

Drizly reported a noticeable increase in non-alcoholic beverage sales in January 2022 — a 48% jump from the prior year’s non-alcoholic beverage sales. In the same report, Drizly also noted products that were perceived as “lighter” such as clean wine and hard seltzer were some of the top-selling products last January.

According to Gallup, alcohol consumption for American adults is on the decline and Gen Z’s drinking patterns may be influencing the shift. 

Compared to Millennials, older Gen Z’s spend 40% less money on alcohol and are less likely to consume alcohol regularly. A survey by Numerator found Gen Z’s alcohol consumption and purchasing habits are influenced by concerns about how it affects their mood, behavior, and social media presence. 

These same themes may ring true for younger members of Gen Z as well, as there has been a decline in underage drinking over the past decade. If younger generations continue to show less interest in drinking alcohol than their predecessors, campaigns such as DIY January (minus the satire) may become the new norm for brands looking to appeal to sober-curious consumers. 

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