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Heineken Campaign Celebrates ‘Dry January’ with Alcohol-Free Brew

Heineken Campaign Celebrates ‘Dry January’ with Alcohol-Free Brew

As more drinkers take part in ‘Dry January’ Heineken 0.0 offers a non-alcoholic solution.

CStore Decisions

By Erin Del Conte

December 23, 2019

Customers planning to kick off 2020 by abstaining from alcohol can still enjoy a cold one on New Year’s and beyond.Heineken has introduced an on-premise January promotion that champions Heineken 0.0 as 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,” said 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 Dec. 27 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.