Beckett's Kicks Off Multi-Channel Dry January Campaign Across Retail, Subscription Services, and Influencer Partnerships

Executive Summary

• Beckett's Inc. launched a national “Dry January” campaign spanning major retailers (Total Wine & More, Walmart.com, Amazon.com), a subscription service (Raising the Bar) and influencer channels.
• The initiative promotes flagship non‑alcoholic products—including award‑winning Cinnamon Whiskey and Coconut Rum—and features collaborations with Los Angeles bottle shop Burden of Proof and author Julia Halina Hadas’s upcoming cocktail book Mystical Mocktails.
• Company leadership highlighted sustained consumer interest in low‑/no‑alcohol options beyond the traditional January period, positioning the campaign as a catalyst for 2026 growth.

Key Details

• Campaign Scope: Nationwide retail promotions, online storefronts, and influencer partnerships throughout January 2026.
• Retail Participation: End‑cap displays, product discounts, and sampling at Total Wine & More, Walmart.com, Amazon.com, and independent retailer Burden of Proof (Los Angeles).
• Featured Products:
• Non‑alcoholic Cinnamon Whiskey – Gold Medal, Zero Proof Choice Awards.
• Non‑alcoholic Coconut Rum – Silver Medal, Zero Proof Choice Awards.
• Full line of ready‑to‑drink canned cocktails (Moscow Mule, Paloma, Margarita, Gin & Tonic, etc.).
• Subscription Collaboration: Beckett's Gin & Tonic and Paloma cans included in Raising the Bar’s January subscription box; each cocktail contains 35 calories per serving.
• Book Launch Partnership: Sponsor of Mystical Mocktails (release Jan 6) by Julia Halina Hadas; book showcases Beckett's products in non‑alcoholic recipes.
• Executive Commentary: CEO Larry Weintraub noted a “remarkable shift” toward year‑round moderation and positioned the campaign as a strategic driver for continued brand growth in 2026.
• Quotes:
• Obreanna McReynolds (Burden of Proof) – praised Beckett's partnership and promotional presence.
• Abbie Romanul (Raising the Bar) – highlighted targeted sampling benefits.
• Julia Halina Hadas – expressed gratitude for product sponsorship.

Notable Quotes

• “The shift in consumer behavior around alcohol has been remarkable… This campaign sets the tone for where Beckett's plans to head in 2026 and beyond.” – Larry Weintraub, CEO

Materiality Assessment: Non‑Material – Positive (operational/marketing update with no immediate financial impact).