Health-Ade, Torrance, Calif., is launching Keep The Happy in Happy Hour, a campaign to kick off the new year and inspire consumers to choose kombucha as they look for alcohol swaps.
Dry January has become a cultural moment for so many, with an increasing number of consumers pledging to take a month-long break from alcohol. Health-Ade is enlisting innovative creators to produce custom Health-Ade mocktail recipes for alcohol-free lifestyle inspiration. Its motto: the party doesn't have to stop when the alcohol does.
Health Ade partnered with a team of creators that includes Sad Papi, Vivian Nguyen of Coffee Bae, Jaylynn Little, Leslie Kirchoff of Disco Cubes, Remy Morimoto Park of Veggiekins and Morgan Lynzi to craft mocktail recipes that remind consumers they can keep the happy hour ritual they love, simply by trading cocktails for Health-Ade mocktails during Dry January.
The recipes, which feature Health-Ade's most popular kombucha flavors, will be posted to the brand’s Instagram during happy hour each Monday in January at 3 p.m. PST. Fans also can enter to win branded swag, a cocktail/mocktail recipe book, and even a weekend stay at Terranea Resort to find their total body happy place. Health-Ade also partnered with Jenny Arimoto and Overheard LA/NY to produce fun content that will drive awareness.
Dry January started almost a decade ago, around the same time as Health-Ade was founded. What began as a small population of people abstaining from alcohol for the month has turned into a cultural event that one in seven Americans participate in (Forbes, 2021), with brands and businesses alike riding the "New Year, New You" trend, the company says. 2021 has been a particularly big year for non-alcohol spirits, with sober-curious consumers experimenting year-round. According to Nielsen, non-alcohol drink sales increased 33% to $331 million in the last year, and Whole Foods Market recently listed booze-free liquor as one of the food trends to watch in 2022.
As people look for more non-alcohol options, they are turning toward healthier beverages that feel celebratory, without compromising on taste or satisfaction. Health-Ade Kombucha is a fermented, bubbly tea that's packed with probiotics and healthy acids, and flavored with organic, cold-pressed juice. Probiotics and healthy acids work to support overall gut health, and consumers are taking note, with the term "gut health" seeing a 600% increase in search volume in recent years (Google Trends, 2016-2021), the company says.
Health-Ade is encouraging consumers to Keep The Happy in Happy Hour making this Dry January not about going without, but about treating yourself.