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Heineken released a Dry January campaign in the U.K. aimed at showing sober-curious young consumers that not drinking in social situations can still be fun. 

Jan 12 2022

Heineken released a Dry January campaign in the U.K. aimed at showing sober-curious young consumers that not drinking in social situations can still be fun. YPulse research shows that 42% of young Europeans are planning to cut back on drinking this January as the sobriety shift takes hold in Western Europe. To reach this generation of moderation, booze brands have been creating low- and no-alcohol products, including Heineken’s 0.0 product, the alcohol-free brew that is the center of the brand’s new Dry January campaign. Titled “Cheers With No Alcohol. Now You Can,” Heineken’s ad takes viewers through alcohol-centric celebrations throughout history, highlighting the difficulty of abstaining. Then, in a scene picturing a party set in 2022, a man roams a party with a bottle of Heineken 0.0 in hand, “sidestepping the awkwardness” of not drinking in social situations while highlighting the importance of “making sure everyone feels included during social drinking moments, even if they are choosing not to drink alcohol.” (Adweek)