In this article:
- Athletic Brewing promotes beer without alcohol by tying it to resolutions
- Luckily, there is an existing health initiative they can tie it too
I just learned that #DryJanuary is a thing though according to Wikipedia it has been around since 2014. It makes sense it’s getting more attention now, though, fitting with the general trend of making resolutions to start off the year on a healthier note.
And, such trends are always a great opportunity for marketers to tag along.
Case in point: Athletic Brewing. As the non-alcoholic craft brewer knows, for those who have already acquired a habit of drinking a couple of daily beers, it can be hard to kick the habit. Now, it’s the basis of their new promotion, the Dry January Party Pack.
It includes the following:
- Five 6-packs of your favorite Athletic Brews (Run Wild, Upside Dawn, Free Wave, All Out, and Cerveza Atletica) (Big Savings!)
- 1 FREE limited-edition Dry January Koozie
- 1 FREE Dry January Disposable Camera
- 1 FREE “Drink Up & Stay Dry” Hologram Sticker
Athletic Brewing Company Co-founder Bill Shufelt was quoted in the press release, saying, “We want to help people shift their mindset and make January into less of a sacrifice. The conversation around non-alcoholic beer has changed. It’s no longer about restricting yourself. It’s about rewarding yourself and making better choices.”
Kicking the alcohol habit is identified as a priority for a significant chunk of the population now. The press release shared these numbers:
Sixty-six percent of Millennials are actively reducing their alcohol intake (Nielsen), and the numbers are expected to rise again in 2022, as health and wellness remain top of mind for millions of Americans. And with craft non-alcoholic beer sales continuing to rise–up 300% YTD–Athletic Brewing leads the market share at 45%.”
The company infuses a sense of fun into its celebration of an alcohol-free brew. It also offers a Stork Subscription, “a nine-month shipment of non-alcoholic beer for soon-to-be parents with a new arrival.”
And, while this all makes perfect sense, if you ask us, we have little doubt creative marketers such as our reader base can come up with their own promotions to tie to existing cultural trends. Just remember to keep it authentic and helpful, and you’ll be hitting the zeitgeist right on its head.
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