Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage NewsBeer

Miller64 launches Dry-ish January campaign

New creative feature Nicholas Braun dubbing brand a lighter, beer-ish type of beer

Miller64 Dryish January
December 23, 2019

Miller64, a brand of Chicago-based Molson Coors Brewing Co., is launching a new campaign introducing its Dry-ish January, a movement focused on enjoying a lighter, beer-ish kind of beer this new year. Miller64 is a lighter, beer-ish kind of beer with only 64 calories and 2.8 percent alcohol by volume.

To bring the campaign to life, Miller64 partnered with actor Nicholas Braun.

"Dry-ish January is a month long phenomenon that allows you to put your own spin on the Dry January movement, but in a way that's not as extreme," said Anup Shah, vice president of Miller Family of Brands, in a statement. "The new campaign aims to inspire consumers to enjoy life's happy medium moments. Because why go completely dry when you could go Dry-ish?"

The popularity of going dry, or reducing alcohol intake, in January is on the rise. According to a recent survey commissioned by Miller64 and fielded by Kelton, more than 20 million millennials have set a goal to not drink alcohol during the month of January in new years' past.

However, if resolutions of the past are any indication, millions of millennials won't be successful in carrying out going dry in January. The survey showed that nearly one-third of millennials who resolved to not drink alcohol throughout January were not successful in accomplishing their goal. On average, it took just seven days, or one week, for them to fall back on their resolution.

In addition to new creative spots, which will run as 30- and 15-second spots starting at the end December and throughout January on social media, Miller64 is offering a rebate program to help consumers go Dry-ish. Consumers can text MILLER64 to 73255 to receive cash back on a purchase of a 24-pack Miller64 to kick-start the new year.

The brand will also be partnering with influencers to join the movement with a Dry-ish January starter kit, including a 31-day motivational calendar with inspirational-ish quotes like "Don't go big. Don't go home either."

Additional research from the brand uncovered new details around millennials' behavior when it comes to going dry in January:

  • Nearly half (45 percent) — or nearly 5 million millennials — who are making a Dry January resolution for 2020 are not extremely confident they'll be able to do it.
  • In fact, about seven in 10 (71 percent) think there's at least one thing that will make it difficult for them to abstain from drinking, including celebrating a special event (62 percent), being in an environment where everyone is drinking (59 percent), or experiencing a stressful situation (46 percent).

"Miller64 is a beer that's been around since 2008, but with this new campaign, we're bringing it into a relevant conversation for younger millennial drinkers," Shah said. "We know these drinkers are seeking lighter beverage options, but still want to enjoy beer. As an extra light beer, Miller64 lets them do just that."

KEYWORDS: beverage marketing campaign light beer Molson Coors

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Beverage News
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

July 15, 2025

Understanding the Best Material Type for Your Conveyor Systems

Leveraging decades of beverage production expertise, join Regal Rexnord’s Jeremy Fryman, Beverage Industry Marketing Manager and Tom Eure, Senior Account Executive as they dive into the landscape of plastic conveyor belt materials on the market and how to select the proper material type by application.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • 2019 Beer Market Report - Domestics - Michelob Ultra - Beverage Industry

    2019 Beer Report: Domestic beers dominance continues despite declines

    See More
  • Cape Line Sparkling Cocktails Logo

    MillerCoors debuts sparkling cocktail line

    See More
  • 2019 State of the Beverage Industry: Beer

    2019 State of the Beverage Industry: Beer market explores more ways to drive growth

    See More

Related Products

See More Products
  • nanoinbev.jpg

    Nanoengineering in the Beverage Industry 1st Edition

  • nonmilk.jpg

    Milk-Based Beverages 1st Edition

  • bigfood.jpg

    Big Food: Critical perspectives on the global growth of the food and beverage industry

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing