HOPWTR is kicking off its Drink Whatever You Want campaign, just as global curiosity peaks around the mysterious interstellar object 3i/ATLAS, which is currently making its way toward Earth. As headlines swirl about unidentified objects beneath U.S. waters and scientists debate whether 3i/ATLAS signals extraterrestrial life or just another space rock, HOPWTR is leaning directly into the moment with a simple message for consumers: drink whatever you want, because the aliens are coming anyway.

“The holiday season and Dry January should feel celebratory, not stressful or restrictive,” said Jordan Bass, CEO and co-founder of HOPWTR, in a statement. “This year, everyone is talking about mysterious objects in the sky and the possibility of an alien touchdown, so we thought why not have fun with it? If aliens really are coming, you might as well drink whatever you want. And if they’re not, at least you’ll feel great the next morning.”

This year, HOPWTR is embracing balance and encouraging fans to approach the season in their own way. Whether fans want to sip on the brand’s lineup of hoppy waters, indulge in a cocktail or two, or try a tall glass of moon juice, HOPWTR brings refreshment and chill to every moment ― even a potential alien invasion.

To help consumers make sense of what might be headed toward Earth, HOPWTR also partnered with renowned Ufologist and founder of the Center for the Study of Extraterrestrial Intelligence, Dr. Steven Greer, who is both sipping the HOPWTR tea and spilling the cosmic tea on 3i/ATLAS and the possibility of the impending alien arrival. The collaboration will roll out across organic and paid social throughout the month as part of the larger campaign.

HOPWTR also is launching an exclusive, limited-edition merch line featuring reflective hats, “alien-proof” jackets, and more, giving fans everything they need to sip in style, whether they’re preparing for first contact or simply trying to survive the holidays and Dry January.