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Why Recess Is Quitting Dry January
While every non-alcoholic brand is shouting Dry January, Recess is telling you to quit. Literally. Joining us is Ben Witte, CEO and co-founder of the #1 mocktail brand, to unpack a provocative new campaign that swaps all-or-nothing resolutions for something far more realistic: balance. From a bold manifesto to a full-page New York Times ad timed for “Quitter’s Day,” Ben explains why going against the seasonal grain isn’t risky—it’s exactly why Recess is winning.
What You’ll Learn in This Episode
Why moderation—not elimination—is the real shift happening in drinking culture
How going against category conventions can create sharper brand differentiation
What most brands get wrong about Dry January and behavior change
How narrative-driven branding builds permission to expand into new categories
Why “do the unexpected” is more than a creative idea—it’s a leadership strategy
Episode Chapters
(00:00) Why Recess Is Telling People to Quit
(01:00) The Myth of Sober Curious and the Rise of Moderation
(04:30) Why Dry January Is Losing Relevance
(06:45) Anti-Perfectionism as Brand Strategy
(09:45) The Hidden Downsides of Rules and Streaks
(13:00) Naming, Narrative, and Building Red Bull for Relaxation
(18:00) Knowing When to Push Against Conventional Wisdom
(25:00) Brands That Make Us Smile
About Ben Witte
Ben Witte is the CEO and co-founder of Recess, a leading functional beverage company built around the idea of calm, balance, and taking a break from modern stress. Coming from a Silicon Valley background rather than traditional CPG, Ben has consistently challenged category norms—shifting the conversation from sobriety to moderation and from ingredients to outcomes. Under his leadership, Recess has grown into a category-defining brand spanning mocktails, mood drinks, and relaxation-focused products sold nationwide.
What Brand Has Made Ben Smile Recently?
Ben points to a Thanksgiving campaign from Tito’s Handmade Vodka that flipped the familiar “Turkey Trot” on its head with the idea of a “Turkey Rot”—leaning into cultural truth with humor and self-awareness. The campaign stood out by inverting expectations, tapping into real behavior, and reminding us that the best brand moments often come from saying the quiet part out loud.
Resources & Links
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode — email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
View all episodes
By Nick Westergaard
4.8
9393 ratings
While every non-alcoholic brand is shouting Dry January, Recess is telling you to quit. Literally. Joining us is Ben Witte, CEO and co-founder of the #1 mocktail brand, to unpack a provocative new campaign that swaps all-or-nothing resolutions for something far more realistic: balance. From a bold manifesto to a full-page New York Times ad timed for “Quitter’s Day,” Ben explains why going against the seasonal grain isn’t risky—it’s exactly why Recess is winning.
What You’ll Learn in This Episode
Why moderation—not elimination—is the real shift happening in drinking culture
How going against category conventions can create sharper brand differentiation
What most brands get wrong about Dry January and behavior change
How narrative-driven branding builds permission to expand into new categories
Why “do the unexpected” is more than a creative idea—it’s a leadership strategy
Episode Chapters
(00:00) Why Recess Is Telling People to Quit
(01:00) The Myth of Sober Curious and the Rise of Moderation
(04:30) Why Dry January Is Losing Relevance
(06:45) Anti-Perfectionism as Brand Strategy
(09:45) The Hidden Downsides of Rules and Streaks
(13:00) Naming, Narrative, and Building Red Bull for Relaxation
(18:00) Knowing When to Push Against Conventional Wisdom
(25:00) Brands That Make Us Smile
About Ben Witte
Ben Witte is the CEO and co-founder of Recess, a leading functional beverage company built around the idea of calm, balance, and taking a break from modern stress. Coming from a Silicon Valley background rather than traditional CPG, Ben has consistently challenged category norms—shifting the conversation from sobriety to moderation and from ingredients to outcomes. Under his leadership, Recess has grown into a category-defining brand spanning mocktails, mood drinks, and relaxation-focused products sold nationwide.
What Brand Has Made Ben Smile Recently?
Ben points to a Thanksgiving campaign from Tito’s Handmade Vodka that flipped the familiar “Turkey Trot” on its head with the idea of a “Turkey Rot”—leaning into cultural truth with humor and self-awareness. The campaign stood out by inverting expectations, tapping into real behavior, and reminding us that the best brand moments often come from saying the quiet part out loud.
Resources & Links
Listen & Support the Show
Watch or listen on Apple Podcasts, Spotify, YouTube, Amazon/Audible, TuneIn, and iHeart.
Rate and review on Apple Podcasts and Spotify to help others find the show.
Share this episode — email a friend or colleague this episode.
Sign up for my free Story Strategies newsletter for branding and storytelling tips.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
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