Has Dry January Really Lifted Non-Alcoholic Beverage Makers' Spirits?Entrepreneur spoke with several companies about their efforts to seize on the annual wellness trend.

Dry January is just about wrapped, but for the non-alcoholic-beverage industry, returns have been anything but sobering. In recent years, a bumper crop of near-beer manufacturers, booze-agnostic distilleries and boutique-seltzer brands — among other similar upstarts — has reaped the rewards of folks generally looking to dry out or augment their consumption. And as we get deeper into this pandemic, there's even more of a clamoring for cleaner alternatives that still approach the sensation of an intoxicating pint or snifter.

Entrepreneur spoke with representatives from four companies who went into 2021 with a vested interest in appealing to both passingly sober-curious and resolutely reformed consumers about marketing around Dry January with an eye on long-term customer retention. The bottom line? Their glasses are definitely more than half-full.

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