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
- Check out the Recess website and their Amazon store.
- Recess on Amazon: https://www.amazon.com/recess
- Connect with Ben Witte on LinkedIn and X.
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Until next week, I’ll see you on the Internet!
