Heineken encourages consumers to enjoy Dry January with a cold one
Import beer brand unveils promotion featuring Heineken 0.0
For consumers looking to participate in Dry January, beer drinking usually is not part of the equation. However, Heineken USA, White Plains, N.Y., is encouraging consumers to keep their alcohol-free pledge, but still with a beer in hand — Heineken 0.0. To support on-premise partners, the company introduced an integrated marketing program that incorporates the alcohol-free brew.
“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 for Heineken USA, in a statement. “With over 20 percent 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. 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.