As the annual Dry January movement gains momentum across Canada, Tilray Brands, Inc. is offering a novel approach to the alcohol-free challenge. The global lifestyle and consumer packaged goods company is encouraging Canadians to embrace "mindful sipping" with its portfolio of cannabis-infused beverages from the Mollo and XMG brands.
Redefining Dry January with Cannabis-Infused Alternatives
Under the campaign slogan "No Drinks doesn’t mean no drinks," Tilray is positioning its products as sophisticated, flavour-forward options for adults seeking alternatives to alcohol. The initiative, announced on January 05, 2026, from Toronto, taps into the growing demand for non-alcoholic beverages, a market that saw a 24% year-over-year growth to $199 million.
Blair MacNeil, President of Tilray Canada, framed the campaign as a shift in perspective. "Dry January isn’t about going without, it’s about choosing better," MacNeil stated. He emphasized that the Mollo and XMG lines deliver bold taste alongside clear product information, allowing consumers to select the perfect product for social gatherings or solo relaxation.
A Deep Dive into the Mollo and XMG Lineups
The offerings are designed to cater to a variety of palates and occasions, featuring consistent cannabinoid profiles for predictable experiences.
Mollo Seltzer: Crisp and Refreshing
The Mollo Seltzer range introduces new four-packs with winter-ready flavours. Each 355 mL can in these packs contains 10 mg of THC and 20 mg of CBG. The new flavours include:
- Blackberry: Features sweet-meets-tart ripe berry notes.
- Wild Berry Açaí: Offers a juicy, dark-berry profile with a smooth finish.
For the chill season, Mollo also provides comforting seltzer options like Lemon, Mango, and a nostalgic Watermelon Lime blend. Each utilizes botanically sourced terpenes and the same nano-emulsified cannabinoid mix.
The classic Mollo 10 is double-brewed for a well-balanced taste with 10 mg THC and 10 mg CBG. For cozy winter sipping, the Orchard Chill’r offers a semi-sweet, crisp apple cider character with the same cannabinoid ratio.
XMG: Bold and Nostalgic Refreshment
The XMG line appeals to those seeking bold, nostalgic soda flavours, often enhanced with guarana extract for an energizing twist. The XMG+ series includes:
- Grape Ape Soda: A bold grape soda with 10 mg THC and 10 mg CBG.
- Tropical Cream Float: A classic twist with 10 mg THC and 10 mg CBG.
- Paradise Treat: A fruit punch throwback featuring 10 mg THC and 10 mg CBG.
Responding to demand for zero-sugar options, the XMG Zero line provides bold flavour without the calories. Each 355 mL can contains 10 mg of THC, 0 sugar, and 0 calories. Flavours include Cream Soda Zero, Orange Soda Zero, Black Cherry Zero, and the elevated Dr. Kush Cream Soda Zero.
The Rise of Mindful Consumption in Canada
This campaign highlights a significant trend in the Canadian beverage market. As health-conscious consumers increasingly seek alternatives to alcohol, cannabis beverages are emerging as a leading innovation within the non-alcoholic movement. Tilray's focus on consistent cannabinoid profiles and transparent labelling directly addresses consumer desire for control and predictability in their recreational experiences.
By offering a diverse range of flavours from tart seltzers to nostalgic sodas, Tilray aims to provide a legitimate and enjoyable alternative for Dry January participants and anyone looking to integrate mindful consumption into their lifestyle year-round.
