According to Morning Consult, as many as 19% of Amercians participate in Dry January, each year, with that number increasing annually as alcohol moderation amongst consumers is on the rise. Dry January is more than a marketing gimmick, though, as editor Keith Gribbins noted earlier this week. It is part of a broader, very real movement to expand consumer choice and de-stigmatize the notion of being social without getting buzzed — but still having a tasty, quality beverage.
For non-alcohol brands though, Dry January is the time to really push the marketing pedal to the metal. We shout out the Booze Locker last month as one fun concept. RationAle Brewing, the San Diego-born, Sonoma-brewed non-alcoholic craft beer brand, is taking the approach of offering a great promo code deal along with a fun personality quiz to better understand your drunken alter ego.
Through Jan. 31, 2023, in its online store, RationAle is offering a free six-pack of its non-alcoholic craft beer with purchase of any one six-pack with code: BYFAB (Buy Your Friend a Beer).
“The premise for Dry January ties back to people over-drinking through the holidays — candidly, if you could just moderate your boozing through a little moderation you wouldn’t join the millions of hungover Americans that unsuccessfully go cold turkey in the New Year,” shares Jamie Fay, Founder and CEO of RationAle Brewing. “We’re here to say, ‘Screw Dry January — keep drinking the beer you love, without the shame and guilt that comes with over-drinking alcohol.’ By making moderation taste good, accessible and affordable, there’s no excuse to choose a non-alcoholic beer alongside your favorite alcoholic beer in the quest to scale down your boozing.”
In addition to the offer to buy two six packs for the price of one (code: BYFAB), RationAle is running a campaign to bring light to the alter-egos that tend to come out when folks have had ‘one-too-many’ drinks. During the month of January, fans can take a quiz on RationAle’s website to determine which alter-ego comes out, and shed light on why they may need a ‘RationAle Moment.’ Fans can see whether they and their friends are one of eight alter-egos, like a “Sloppy Sam,” “Hungover Hayden,” or “Somewhat-Sober Skylar.”
Launched in late 2021, RationAle has added variety, flavor and innovation to the fast-growing U.S. non-alcohol beer category, providing brew-loving consumers with delicious options to enjoy craft beer in moderation.
RationAle’s Brews without the Booze, available nationwide via RationAleBrewing.com, and in retail locations throughout California, Colorado, Oregon and Nevada, including Whole Foods Market, Market of Choice, Erewhon Market, Mollie Stone’s, Olivers, Lassen’s, and Seaside Market. The brand’s full lineup, including: Citrus Hazy IPA, West Coast IPA, Mexican Lager and New England IPA are sold in six-packs of 12 oz. cans (at $16/six-pack online and varying SRP’s in-store).