Don’t Do Dry January? It’s the New ‘Don’t Buy This Jacket’

As the founding partner of a booze-free spirits brand, it’s heretical for Marcus Sakey to say the following: “Don’t do Dry January.” And yet, the Chicago-based entrepreneur stands by the message, with its obvious nod to the iconic Patagonia “Don’t Buy This Jacket” campaign. To be clear, Sakey wants American consumers to snap up his…