U.S.-based wine, alcoholic beverage, and high-end drink retailer ABC Fine Wine & Spirits captured consumer attention with a clever campaign that humorously reinterpreted Dry January. Dry January refers to the New Year’s resolution embraced by those promising to stop drinking or cut back for a month. As a result, January is typically a slower sales period for the alcoholic beverage industry. ABC, however, used humor and irony to turn this challenge into an opportunity. The brand sent out the message, “For this month, you definitely shouldn’t,” while seamlessly showcasing its wine, beer, and cocktail products at the start of the video. The campaign cleverly instigated a desire to drink among consumers while maintaining a playful tone. ABC conveyed its support for New Year’s resolutions while subtly reminding consumers that, when they’re ready to indulge again, the brand is there to provide the best experience.