Weed Companies Lean on Dry January for Marketing

Cannabis companies are marketing low-dose THC gummies and beverages as a Dry January option, and reports note a sales surge in January 2024 along with a 2023 survey finding that 21% of participants swapped alcohol for cannabis.

Weed companies are increasingly positioning low-dose THC products as a way to navigate Dry January. The monthlong abstention from alcohol has become a common start-of-year ritual focused on health or reset. Brands are advertising gummies, drink mix-ins, and THC beverages with language that emphasizes light effects, low calories, or functional benefits. Some founders say their products are not framed as direct replacements for alcohol, but marketing often highlights how cannabis can reduce alcohol use. Key points: - Companies such as Mary and Jane and Artet have marketed products explicitly for Dry January, while other brands use health-focused language and bundles tied to the month. - Many marketed items aim for low doses, typically five milligrams of THC or less, and industry comments note that one milligram can produce a mild buzz for new users. - Reports cite a surge in cannabis sales in January 2024, and a 2023 survey found 21% of Dry January respondents swapped alcohol for cannabis that month. - Researchers at Johns Hopkins warn that cannabis is not without risks: it can cause dependence, interfere with daily function, prompt anxiety or other adverse reactions, and long-term heavy use may worsen some mental-health conditions; so-called "weed hangovers" are also reported. - Some companies are trying to place THC products into social rituals traditionally associated with alcohol, and in certain states THC drinks are being served in bars and hotels. Summary: The current marketing trend links a popular sobriety challenge with opportunities for cannabis experimentation, which appears to affect both consumer behavior and industry sales. Health experts point to uncertainties about long-term cannabis effects and note possible harms alongside reported short-term reductions in alcohol for some users. Undetermined at this time.