Many Americans enthusiastically partake in Dry January, but it is rarely pitched as fun. After the holiday stretch of office parties and family gatherings, Americans have come to use the start of every year to abstain from alcohol in the name of health and auspicious beginnings. It’s a time of discipline, of cleansing, of embodying your mood board, even if it makes you a drag at parties. And it is also, as weed companies have learned, a marketing opportunity.
In recent years, weed companies have started to lean into the argument that taking the edge off sobriety with a low-dose gummy or THC drink still counts as dry. My social-media feeds are flooded with posts from cannabis companies pitching their products as fun and approachable tools to get through an alcohol-free month.
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