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 beginning Dec. 27 to keep their New Year’s resolutions alive.