# Low-ABV Spirits Campaigns Crossip's Defy January Campaign Spotlights Low-Alcohol Drinks By Laura McQuarrie | Published 2022-12-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/defy-january References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2022/12/crossip-launches-low-abv-campaign/) & [crossipdrinks](https://www.crossipdrinks.com/)  Abstaining from something entirely can feel slightly restrictive and rather than inviting people to take part in Dry January, non-alcoholic spirits brand Crossip is spotlighting low-alcohol drinks as part of its Defy January campaign. Set to launch at the start of 2023, this campaign focuses on creative low-ABV options. Crossip founder Carl Anthony Brown said, "All too often, when someone mentions no-and-low, they’re referring to zero-ABV. Low-alcohol ends up either an afterthought or lost altogether. Similarly, when someone looks to experiment with a non-alcoholic ‘spirit’, their knee-jerk reaction is to make a zero ABV serve." At the center of the Defy January campaign from Crossip is an interactive digital advent calendar that offers a video a day featuring a low-alcohol recipe that can be made with one of its versatile non-alcoholic spirits. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 32% | Activity: 48% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Low-abv Beverages:** The emphasis on low-alcohol beverages presents a potential opportunity for the development of innovative drinks with less alcohol content. - **Interactive Digital Campaigns:** The successful launch of the interactive digital advent calendar from Crossip may inspire similar campaigns to be implemented in various industries. - **Non-alcoholic Spirit Market:** As consumers continue to seek healthier alternatives to alcohol, the non-alcoholic spirit market presents a disruptive innovation opportunity with its growing demand. ### Sectors Adopting This - **Beverage:** The beverage industry can explore the use of alternative ingredients to create unique low-ABV options for consumers. - **Marketing and Advertising:** The success of Crossip's interactive digital campaign offers disruptive innovation opportunities for the marketing and advertising industry to develop creative campaigns using new technologies. - **Hospitality:** Restaurants, bars, and hotels can capitalize on the growing demand for low-ABV beverages by offering innovative and tasty options to their patrons. ## Related on Trend Hunter - [Alcohol Alternative Campaigns](https://www.trendhunter.com/trends/free-af.md) - [Lighthearted Dry January Campaigns](https://www.trendhunter.com/trends/january-its-anything-but-dry-campaign.md) - [Intimate Alcohol-Free Campaigns](https://www.trendhunter.com/trends/anything-but-dry-january.md) - [Non-Alcoholic Distilled Spirits](https://www.trendhunter.com/trends/abstinence-spirits-1.md) - [Zero-Proof Botanical Spirits](https://www.trendhunter.com/trends/abstinence-spirits.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/athletic-january.md) - [Non-Alcoholic Spirit Campaigns](https://www.trendhunter.com/trends/yeah-its-a-drink.md) - [Habit-Building Non-Alcoholic Challenges](https://www.trendhunter.com/trends/dryish-january-challenge.md) - [Mocktail Advent Calendars](https://www.trendhunter.com/trends/mocktail-advent-calendar.md)