New Year’s resolutions that begin with Dry January are often void of beer drinking occasions. Not this year. In an on-premise January promotion, Heineken® 0.0 is the beer of choice for beer drinkers who want a beer but may have resolved to abstain from alcohol. In a new twist on rarely enjoyable New Year’s resolutions, Heineken 0.0, the alcohol-free brew with great beer taste encourages consumers to start Dry January with an interesting 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 in on-premise outlets during one of the slower months of the year,” says Meredith Kiss, Brand Manager, 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,” continues Kiss. “January may well be dry, but it can still include beer which drives traffic –and for January– incremental profits.”
The integrated promotion is supported with digital and social media, merchandising that includes posters, table tents, staff education cards, coasters and LED light-up labels for backbar visibility. On-premise consumer sampling in key markets will drive trial for proof positive that Heineken® 0.0 delivers great beer taste without the alcohol. A partnership with Fooji and Twitter will feature an on-demand limited-edition 31-can January Dry Pack in select markets which consumers can order via DryJanPack.com beginning December 27th to keep their New Year’s resolutions alive.
For 2020, Heineken® 0.0 is treating New Year’s resolutions as another non-beer moment that can still be enjoyed with a cold brew. For on-premise operators this can generate more revenue and margin than soft drinks and attract younger consumers who visit the on-premise more frequently.