CBD brand Trip has once again joined forces with Alcohol Change as the official brand for the charity’s ‘Dry January’ challenge.
An estimated 8.5m people are planning an alcohol-free January, more than doubling the 4.2m who took part in 2019, according to Alcohol Change.
Research from KAM has also revealed that among those who do consume alcohol, three in four say they are moderating their alcohol intake.
In response to this trend, people are switching alcohol for functional drinks with added health benefits, said Trip. A category that is set to explode in the UK over the next few years, according to Research and Markets.
Trip identifies relaxation as the number one reason given for drinking alcohol. The brand’s range offers CBD or magnesium-infused functional soft drinks which “help you to unwind in the same way, alcohol-free”.
It is known for its unique flavors, such as bestsellers elderflower mint, peach ginger and raspberry orange blossom.
With people also listing health as a key reason to cut back on drinking, the brand said its drinks are the perfect solution as they are low in calories (less than 29 calories) and have 0g of added sugar.
“Trip’s mission is to help people nd balance and prioritise their mental well-being in today’s fast-paced world,” said Trip’s founder Olivia Ferdi. “We create uniquely delicious, award-winning functional drinks that help people relax and Dry Jan is a great way for people to discover a new way to unwind with Trip”.
January 2024 was a record month for the brand and they are anticipating their biggest month yet in January 2025, supported by a 360 campaign across TV, digital and in-store shopper activation.
It has built a viral community on social media with backing from celebrities such as Ashley Graham, Paul Wesley, Millie Mackintosh, Sophie Haboo, Roman Kemp and Georgia Toffolo, all of whom are brand fans, consumers and advocates for Trip, as seen on social media.
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