Clever brands don't try to change the culture. They understand it.

Dry January is a noble idea.

And a Global cultural phenomenon.

A one month challenge without alcohol. A chance to reset. A chance to prove something to yourself. To others. To your liver.

But here’s the problem.

On average 80% of New Year’s resolutions fail. Not exactly because people are weak. But because perfection is a lousy motivator.

So Savana, South…