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Good morning, Brew Daily Show.

I'm Neil Fryman.

And I'm Toby Howell.

Today, a trip down memory lane as

Toby relives some of his favorite trends of the year. From fridgecaping to Moodang and everything in

between, this is the Toby's Trend Show. It's Monday, December 30th. Let's ride.

Man, I am really excited for you all to hear this show.

We go through so many Toby's trends in a year, but some are just flash in the pan things.

Remember our queen, moo, dang, the pygmy hippo.

But some have a more lasting impact on the year.

And it's those trends that Neil and I are going to talk about today.

Yep. As we are right on the cusp of 2025, it's the perfect time to look back at 2024 through the lens of these trends, because as you start to put them together, some larger themes

start to emerge. You're right, Neil. As I was looking back through each week, I noticed a lot of

these topics ladder up into bigger trends.

It's like a Russian nesting dolls of Toby's trends. So let's have a little fun to end the year

and dive on in. Figgered the best way to kick things off is to go all the way back to the beginning

of the year to talk about the rise of dry January. Two trends stood out to me here. One, people are drinking less. Sales at three of the largest U.S. liquor stores hit a post-pandemic low during the first months of the year. Meanwhile, Google searches for dry January reached an all-time high, doubling from a year ago. But what also stood out to me about dry January is that marijuana sales spiked during the month as the alcohol industry's loss was

the cannabis industry's gain. So, Neil, it wasn't just a dry January this year. It was also a

...