Booze Retailer Serves Reverse Psychology in Dry January Ad

Florida-based retailer ABC Fine Wine and Spirits is a “proud supporter” of Dry January, with a new ad that encourages consumers to skip the velvety cabernets, crisp IPAs and complex whiskeys it stocks on its shelves.

Wait, really? No, of course not.

The campaign, from indie agency Bacon & Eggs, is a charming example of reverse psychology that puts ABC Fine Wine and Spirits’ products in the best possible light while saying drinkers “definitely shouldn’t” imbibe. Wink, wink.

Though not novel in the marketing world, the tactic can be highly effective if pulled off with a deft touch, as happens here in the cheeky 50-second hero spot. Narration includes lines like, “whatever you do, don’t pour that smooth whiskey and feel it wrap around you like a warm hug because who needs that kind of emotional support when you’ve got chamomile tea?”

The work, which comes from the largest family-owned booze chain in the Sunshine State with 127 stores, drops during the resolution-heavy and wellness-focused period when many brands in the category take an advertising breather. Some, meanwhile, focus largely on their alcohol-free options.

ABC Fine Wine and Spirits, instead, “wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren’t,” according to Kia Zomorrodi, founder and chief creative officer of the Los Angeles-based Bacon & Eggs, which counts BuzzBallz, Manscaped, and Windmill Air as clients.

The ad, which will run across streaming platforms and social media throughout Florida, “perfectly captures our brand personality while acknowledging the reality of Dry January,” said Mary Beth Lytle, the chain’s marketing director, who noted that whether customers are dry, damp, or tippling, “ABC supports their choices.”