To help support consumers during Dry January, Heineken 0.0 introduced 12-pack cans in select markets during the month, with a national launch slated for March.
“We’re picking up on the continuing trend of adults abstaining or reducing alcohol consumption, which we see as an opportunity to boost business during one of the traditionally slower months of the year,” says Chuck Boddy, senior brand manager at HEINEKEN USA, in a statement.
“With over 20 percent of drinkers taking part in Dry January, and with similar movements like Sober October, we think Heineken 0.0 can drive sales and profits by engaging beer drinkers who still want a beer but who may be resolved for a time to forgo alcohol,” Boddy added, citing 2019 YouGov data. “January may be dry, but retailers can still include non-alc products in the category that drive store traffic.
“Additionally, non-alcoholic 12-packs are growing 10.7 percent with no high-end Import brands in this pack size, representing an incremental sales and profit opportunity for retailers,” he continued, citing Nielsen data for the 52 weeks ending June 20, 2020.
The integrated Dry January promotion, in its second year, is supported by paid media content that includes TV integrations, streaming audio, and social/digital media amplification. At retail, supporting POS encourages consumers to choose Heineken 0.0 as the choice for shoppers trying to succeed in their New Year’s resolutions.