Scottish brewing company BrewDog has launched a "Damp January" initiative, rejecting the "Dry Jan" tradition and instead promoting a blend of alcohol and alcohol-free options through their Damp January initiative.
The beer firm is making it easier for customers to embrace the grey zone between alcohol abstinence and a very wet January – judgement free.
The range of alcohol-free promotions is designed to embrace all January philosophies, from business as usual, cutting down or teetotal. This way, punters don’t have to fully abandon alcohol if they don’t want to during the already miserable month of January.
BrewDog’s research shows that most alcohol-free beer drinkers don’t want to limit themselves to just the dry version, with 90 per cent instead preferring a mix. So, the beer firm has packaged up a wide range of AF equivalents alongside alcoholic staples in a 32-beer mix pack, dubbed the "Damp January bundle".
The mixed bundle features alcohol-free hits including Punk AF and Nanny State, as well as alcoholic versions such as Hazy Jane and new sensation Wingman. Plus, lucky Planet BrewDog members will be able to get their hands on the bundle with a 10 per cent discount.
“Everyone has their own January philosophy. Some go cold turkey and do Dry Jan," said Lauren Carrol, Chief Marketing Officer. "Some people rebel and have a very wet Jan. We feel like there’s no need to choose. We want to help people strike a balance this month, and our mix pack allows for that. We say, drink what you want, when you want.
“Whether you want alcohol-free only, or still want a regular beer, we don’t judge – we just want to help make it affordable for people to make their January as dry, or damp, as they wish.”
