The arrival of Dry January isn’t stopping alcohol brands from seeking brand visibility. It’s a tactic that major alcohol brands have adopted more recently. The Dry January window has also become an opportunity to promote newer, zero-proof products. Beer brands are perhaps the biggest segment taking Dry January head-on. From Budweiser to Heineken, major beer makers are promoting their latest zero-ABV brews as a buzz-free way to enjoy their products. Moreover, nonalcoholic beers like Heineken and O’Doul’s have increased their retail footprint this month compared to this time last year.