To kick off Dry January, Heineken is giving away 31-day packs of non-alcoholic beer. As more young drinkers experiment with sobriety, alcoholic beverage brands are finding new ways to reach young consumers. In a YPulse survey, 37% of 21-36-year-olds said they planned in participating in Dry January in 2019—an increase from the 24% in 2018. Heineken is playing into the trend with a limited edition pack of their non-alcoholic beer Heineken 0.0 with a can for each day. The brand wants to ”[help] sober-curious consumers explore alcohol-free options in a way that feels positive and rewarding.” (Adweek)
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