Beckett’s Kicks Off Multi-Channel Dry January Campaign Across Retail, Subscription Services, and Influencer Partnerships

Award-winning non-alcoholic brand promotes mindful drinking through activations at Total Wine & More, Walmart.com, Amazon, Raising the Bar, Burden of Proof, and the cocktail recipe book Mystical Mocktails

Toronto, Ontario and Los Angeles, California–(Newsfile Corp. – January 6, 2026) – Beckett’s Inc. (CSE: BKTS) (OTCQB: BKTSF), a fast-growing non-alcoholic beverage brand has launched a national Dry January initiative spanning major retail, subscription, and influencer channels. The month-long campaign includes featured promotions at Total Wine & More, Walmart.com, Amazon.com, national non-alcoholic subscription service Raising the Bar, Los Angeles bottle shop Burden of Proof, along with a feature in Mystical Mocktails, the upcoming cocktail recipe book by author and influencer Julia Halina Hadas.

The campaign reflects growing consumer interest in mindful drinking in January and beyond, as more consumers seek premium non-alcoholic options. Backed by beverage industry veterans behind brands such as Cutwater, Golden Road, and Elysian Brewing, Beckett’s brings that demand to life through premium non-alcoholic cocktails and spirits designed for bold flavour without the alcohol.

Campaign Highlights

National Retail Promotions

Throughout January, Beckett’s will offer promotions that may include product discounts, end-cap displays, and samplings at Total Wine & More, Walmart.com, Amazon.com, and select independent retailers such as Burden of Proof in Los Angeles. Featured products include the brand’s award-winning non-alcoholic Cinnamon Whiskey (Gold Medal, Zero Proof Choice Awards) and Coconut Rum (Silver Medal, Zero Proof Choice Awards), along with its full line of non-alcoholic ready-to-drink canned cocktails.

“Beckett’s has been a tremendous partner throughout our first year in business,” said Obreanna McReynolds, co-founder of Burden of Proof. “Beckett’s will be featured prominently in our store throughout the month of January through a number of exciting promotions.”

Raising the Bar Collaboration

Beckett’s has partnered with Raising the Bar, a leading national non-alcoholic beverage subscription service, to feature its Gin & Tonic and Paloma canned cocktails in the January box. Each cocktail contains just 35 calories per serving.

“We’re excited to feature two of Beckett’s top-selling cocktails and introduce our community to this wonderful brand,” said Abbie Romanul, founder of Raising the Bar. “Collaborations with brands like Beckett’s provide targeted sampling to consumers who are actively exploring the category and looking to incorporate elevated non-alc options into their routines not just in Dry January, but year-round. Beckett’s quality and flavor profile align perfectly with what our community is looking for in non-alcoholic options.”

‘Mystical Mocktails’ Book Launch

Author and influencer Julia Halina Hadas releases Mystical Mocktails on January 6, a cocktail recipe book focused on non-alcoholic ingredients and featuring some of Beckett’s products. Beckett’s is also a sponsor of the launch event, where Hadas will debut select recipes from the book.

“I love Beckett’s products and am grateful for their partnership in helping me bring these recipes to life,” said Hadas. “Their spirits provide the authentic flavour foundation that makes these mocktails truly special.”

“The shift in consumer behavior around alcohol has been remarkable,” said Larry Weintraub, CEO of Beckett’s. “While Dry January has traditionally been the category’s biggest month, we’re now seeing sustained interest year-round as more consumers choose moderation without sacrificing taste. This campaign sets the tone for where Beckett’s plans to head in 2026 and beyond.”

About Beckett’s Non-Alcoholic Cocktails & Spirits

Beckett’s is an award-winning non-alcoholic beverage brand offering premium cocktails and spirits crafted with natural flavours. Shaped by the vision of industry veterans behind brands like Cutwater, Golden Road, and Elysian Brewing, Beckett’s delivers bold, cocktail-inspired taste without the alcohol.

The portfolio includes Beckett’s Tonics®, sparkling ready-to-drink takes on cocktail classics such as the Moscow Mule, Paloma, Margarita, and Gin & Tonic, as well as Beckett’s ’27® non-alcoholic spirits, including Coconut Rum, Cinnamon Whiskey, Amaretto, and Coffee Liqueur. Beckett’s products are vegan, gluten-free, and low in sugar.

Beckett’s products are available at Total Wine & More, Walmart.com, Amazon.com, DrinkBecketts.com, and select independent retailers, bars, restaurants, resorts, and nightclubs nationwide. The brand has achieved category-leading success at Total Wine & More and Walmart.com, with double-digit year-over-year growth.

Beckett’s believes in celebrating life on your terms, because just like its drinks, you’re Too Good To Be Wasted™.

Learn more at www.DrinkBecketts.com.

Forward-Looking Statements

This news release contains forward-looking statements and information (collectively, “forward-looking statements“) within the meaning of applicable Canadian securities laws. Forward-looking statements are statements and information that are not historical facts but instead include financial projections and estimates, statements regarding plans, goals, objectives and intentions, statements regarding the Company’s expectations with respect to its future business and operations, management’s expectations regarding growth and phrases containing words such as “ongoing”, “estimates”, “intends”, “expects”, “anticipates”, or the negative thereof or any other variations thereon or comparable terminology referring to future events or results, or that events or conditions “will”, “may”, “could”, or “should” occur or be achieved, or comparable terminology referring to future events or results. Factors that could cause actual results to differ materially from any forward-looking statement include, but are not limited to, political risks, changes and uncertainties relating to relevant federal and state legislation and regulations, the availability, and costs, of financing needed in the future, changes in equity markets, inflation, changes in exchange rates, fluctuations in input costs, and changes in consumer tastes and preferences.. Forward-looking statements are subject to significant risks and uncertainties, and other factors that could cause actual results to differ materially from expected results. Readers should not place undue reliance on forward-looking statements. These forward-looking statements are made as of the date hereof and the Company assumes no responsibility to update them or revise them to reflect new events or circumstances other than as required by law. Products, formulations, and timelines outlined herein are subject to change at any time.

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