ABC Fine Wine and Spirits keeps the buzz alive during dry January with witty campaign

Bacon & Eggs, the creative shop known for its witty, imaginative and disruptive advertising, has created an innovative campaign for ABC Fine Wine and Spirits that playfully tackles the Dry January's impact on its business head-on.

Through the campaign, Florida's largest family-owned wine and spirits retailer proudly proclaims its support for Dry January even as it shares its extensive selection of wines, spirits, premixed cocktails and beers found within 127 stores across the state.

In the campaign's signature spot, ABC Fine Wine and Spirits cheekily announces its enthusiastic support for Dry January, then proceeds to describe its tantalizing array of velvety cabernets, perfectly frosted IPAs, and smooth whiskeys — all while insisting, of course, that viewers "definitely shouldn't" indulge in these libations during the month.

Kia Zomorrodi, founder and chief creative officer, Bacon & Eggs: "Most alcohol retailers either push non-alcoholic alternatives or go quiet during Dry January. We wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren't. The campaign's reverse psychology approach lets ABC own the conversation while showcasing its impressive selection in an entertaining way."

The campaign arrives as ABC Fine Wine and Spirits aims to maintain brand engagement during a traditionally quiet period for alcohol sales.

Mary Beth Lytle, marketing director, ABC Fine Wine and Spirits: "This campaign perfectly captures our brand personality while acknowledging the reality of Dry January. Whether our guests are taking a break or raising a glass, we want them to know ABC supports their choices — while reminding them we'll be here with an amazing selection when they're ready to celebrate."

The campaign includes both full-length and :30 spots that will run across streaming platforms and social media channels throughout Florida.