Category dominators such as Heineken and Corona, are certainly focussed on staying relevant during Dry Jan by promoting their non-alcoholic beers. Heineken worked on a clever social campaign to reinforce the idea that ‘a month of no alcohol doesn’t have to be dry…’, while plugging it’s alcohol free beer and opportunity to win a trip to the island of Kaua’i (apparently the wettest place on earth!).
Alcohol drinking adults continue to demonstrate putting their health first. Nearly 1 in 5 adults participated in Dry January this year (19% of all adults), which is up 6% from last year. Millennials made up 27% of participants, which is up 11% from last year* suggesting younger consumers are more health conscious.
Health & Wellness brands, like Surely and Ghia were at the forefront of this market trend and emerged with an alcohol free wine / aperitif offering, created to cut carbs & sugar intake, and avoid ‘the look’ you get when you’re stood without a drink in hand at your chosen social occasion. Not only do these options appeal to the younger generation, but to those looking to make healthier drinking decisions without the stigma of “not drinking”.
This doesn’t mean to say that these consumers will never want to drink again. 70% of Surely consumers identify as drinkers* but the important takeaway is to understand that your consumers want the choice and freedom to have their favorite drink, from their favorite brand, without being forced into consuming alcohol.