Damp or Dry? We want you.

By Jeff Stevens, Founder of WellBeing Brewing

I gave a talk at a Non-Alcoholic Booze School this past week at a local bar. Yes, that's right — our little non-alcoholic industry is so happening right now that bars running monthly booze schools to teach patrons about the finer points of mezcal, merlots, or märzens now have schools dedicated to NA drinks.

Pinch us, we're dreaming.

And welcome to Dry January. Or is it?

Nobody Was Doing Dry January

I asked the crowd — people obviously interested in NA brews and cocktails, since they'd forked over $15 to be at NA booze school — how many are doing Dry January?

I would've thought half, maybe?

No one. Not only were they not doing Dry January, they were proudly drinking their way through the month.

So I asked: how many are trying to cut back or drink less this month?

Everyone raised their hands.

Why I Love Damp January

For purists like me — people who are full-time non-alcoholics — it's easy to poo-poo those who try to have their dry cake and eat it too. If we were a meme, we'd be giving you Damp Januarys a perplexed cat-face double-take look. Whah?!

And yet, I LOVE Damp January!

Because Damp is on the front lines of the battle. Damp is me up on that wall, staring out at the legions of booze lovers — people who love to drink. You want me on that wall. You need me on that wall!

For many, Dry January is terrifying, incomprehensible, and an immediate trigger to defensive positions. What are we going to drink during the playoffs? There's nothing to do BUT go to bars!!

Damp January is a warm bunny layup.

The Secret to Damp January

All you gotta do is mix WellBeing Beers in! And everyone at the NA booze school was learning all the benefits of mixing us in:

• Extended sessions — keep the night going without overdoing it
• Less hungover — proper hydration makes all the difference
• Maintain the perfect buzz — control your evening, don't let it control you

Also, many in the audience were partaking in cannabis and were awakened to the beauty of a delicious NA IPA with their carefully choreographed THC high — versus a clumsy high-ABV beverage that turns that high to shit.

Damp January Is Our Way In

It's the infiltration process behind enemy lines!

Once a drinker starts the night out with an Intentional IPA and finishes it with a Victory Wheat with Electrolytes, they're not going back.