5 Drinks to Sell to ‘Dry January’ Participants
By Hannah Hammond on Jan. 02, 2019CHICAGO —Rather than sit on the sidelines as consumers observe Dry January, beer brewers are increasingly participating by releasing and promoting products with no alcohol and lower ABV options. These efforts provide convenience stores with fresh options for customers who are “sober curious,” a growing trend in the alcohol market, according to Gary Hemphill, managing director and chief operating officer of research for Beverage Marketing Corp., New York.
Here’s a look at some products that cater to consumers trying to drink less after the holidays ...
Miller64
Miller64, from Chicago-based Molson Coors Beverage Co., has introduced its “Dry-ish January” campaign, which focuses on enjoying a lighter beer this New Year.
Miller64 has 64 calories and an ABV of 2.8%.
"Dry-ish January is a monthlong phenomenon that allows you to put your own spin on the Dry January movement, but in a way that's not as extreme," said Anup Shah, vice president of Miller Family of Brands. "The new campaign aims to inspire consumers to enjoy life's happy medium moments.”
More than 20 million millennials in the U.S. have set a goal to not drink alcohol during the month of January in previous New Years, according to a survey commissioned by Miller64 and Kelton that reached 1,003 people ages 23 to 38 years old. The study showed about one-third of those who resolved to not drink alcohol in January were not successful.
Two Roots’ Shadow Monk
Cannabiniers, San Diego, has expanded its Two Roots brand of nonalcohol, cannabis-infused craft beer with its latest seasonal flavor: Shadow Monk.
The drink, available in dispensaries in Nevada and California, has a smooth, medium body, according to the company.
Two Root’s nonalcohol craft beers replicate a traditional alcohol experience by delivering a consistent dose of tetrahydrocannabinol, the psychoactive ingredient in marijuana, through patent-pending technology, the company said.
Heineken 0.0
It has been about a year since Heineken introduced its alcohol-free beer, Heineken 0.0, to the U.S. market. The malt beverage has 69 calories per bottle and is made with natural ingredients, according to the White Plains, N.Y.-based company.
“Removing alcohol from regular 5% [ABV] Heineken would have been easy, but it wouldn't deliver the same premium beer taste that Heineken is known for,” Willem van Waesberghe, global craft and brew master for Heineken, said at the time of the drink’s release. “Heineken 0.0 is brewed from scratch and has a perfectly balanced taste with refreshing fruity notes and soft, malty finish."
In a January promotion, Heineken wants to help beer drinkers who resolved to abstain from alcohol, encouraging consumers to start Dry January with an unexpected choice: a cold beer.
“We’re picking up on the trend of adults abstaining or reducing alcohol consumption, which we see as an opportunity to boost business … during one of the slower months of the year,” said Meredith Kiss, brand manager for Heineken USA. “With over 20% of drinkers taking part in Dry January, we think Heineken 0.0 can drive beer sales and profits by engaging beer drinkers who still want a beer but who may be resolved for a time to forgo alcohol.”
Gruvi
Gruvi’s nonalcohol line includes an IPA, a sour beer and a prosecco. The Denver-based company has drinks that contain as few as 26 calories and sell for $12.99 a pack.
Hairless Dog Brewing
Hairless Dog Brewing, Minneapolis, is growing its line of nonalcohol craft beer through its partnership with Periscope, which was recently named the agency of record for the company.
Periscope will help Hairless Dog Brewing launch new brews, including its signature IPA and Black Ale.
The companies will use messaging such as “Party Like There’s a Tomorrow” and “0.0% Regrets" to help sell its nonalcohol beer.