Table of Contents
NEW YORK CITY — Did you know nearly two-thirds of Gen Z and Millennial adults 21 and older are planning to drink less as part of their health and wellness routines this year? According to a new poll by Emergen-C and The Harris Poll, 73% of respondents—particularly younger generations—admit they’ve struggled to complete Dry January in the past. Social plans, post-holiday slumps, and chilly temps often make these goals challenging, but that’s where Emergen-C’s Happier Hour stepped in to shake things up.
Last Friday, January 10th (a.k.a. Quitter’s Day), Emergen-C teamed up with Dante, the renowned cocktail bar here, and sober chic influencer Anna Sitar to redefine happy hour. The free event, held in celebration of helping Dry January participants overcome Quitters Day, sold out within minutes, with more than 600 eager participants joining the waitlist.
"Consumers are increasingly thinking of health as the new wealth, looking to understand the role of immune support in helping them achieve their wellness goals. As New Year’s resolutions take center stage, Emergen-C aimed to remind Gen-Z and Millennials that achieving health goals, like drinking less, can be both easy and enjoyable," said Yasmin Madraswala, brand director at Emergen-C.
"We had great reception to our Happier Hour at renowned cocktail bar Dante, which went alcohol-free for the evening, allowing folks to continue prioritizing their wellness goals without sacrificing taste or experience… and with Emergen-C, getting a dash more vitamins and minerals than in a traditional mocktail,” she added.
Event Highlights:
- Mocktails with Benefits: Guests raved about these innovative, alcohol-free mocktails made with Emergen-C’s immune-supporting blend of ingredients.
- Games and Takeaways: Conversation-starter coasters, games, and exclusive tote bags made the evening interactive and fun.
- Star Power: Sober chic influencer Anna Sitar mixed drinks behind the bar and interacted with attendees sharing her favorite non-alcoholic beverages.
- Social Buzz: The event generated impressive activity across social platforms, with influencers and media sharing highlights, and Emergen-C’s Instagram channel letting fans follow along in real time.
The sold-out event underscored a growing trend: the rising demand for alcohol-free social experiences. With mocktail events gaining popularity, Emergen-C’s Happier Hour demonstrated how brands can create meaningful, engaging, and wellness-driven nightlife options for those that want to keep health and wellness top-of-mind this new year.
