Non-alcoholic beers continue to trend up, as many an email has told me this month, in the promotional push for Dry January. In 2023, one in five adults embraced the Dry January challenge. I personally can’t get into a mood for NA beers, but I need to give the NA segment props for its marketing gimmicks. Especially the HOP WTR, folks.
Now, HOP WTR is just that. Hop infused water. It is not an NA beer. Anyway, HOP WTR rolled out an all-time great gimmick last year: they gave away lockers with no combination for customers to store their booze during Dry January. HOP WTR would then send the combination on Feb. 1.
Serious business! HOP WTR reports that last year’s Dry January initiatives resulting in a 600% increase in retail.
This year, HOP WTR is going for a less punitive approach that might even yield a longer-term outcome: offering lucky consumers a session with a certified hypnotist who will help them achieve their Dry January goals.
“Dry January sounds like a good idea, but it can be hard to pull off,” said Jordan Bass, HOP WTR Co-Founder and CEO. “We hired a certified hypnotist, Amy Koford, who will hypnotize select consumers to help make sure they stay extra dry this January. As an added benefit, they may also leave the session wanting to drink lots of HOP WTR. We know people love our brand because they heart it on Instagram, but we want them to be obsessed. Putting consumers into a hypnotic trance seemed like a natural extension of our marketing.”
Yes, Amy Koford, HOP WTR’s in-house hypnotist, will cast a HOPnotic spell to reveal the true meaning of ‘new year, new me’ and hypnotize participants to make healthier choices in 2024. Fans can sign up to win a session here from now until December 26th.