Many people attempt to go take a break from alcohol in the month of January, and Miller64 is helping its customers remain sober-ish with its low calorie beer that boasts a 2.8% ABV and only 64 calories. The campaign is titled 'Dry-ish January' and focuses on enjoying a lighter beer this January. The brand partnered with actor Nicholas Braun for a hilarious video depicting the concept where Braun tries his hand at different names for 'Dry-ish January.'
This campaign is aligned for many "sober curious" Millennials, however, according to a recent survey, almost half of those who make a Dry January resolution for 2020 are not extremely confident they’ll be able to do it. "Dry-ish January is a month long phenomenon that allows you to put your own spin on the Dry January movement, but in a way that’s not as extreme," said Anup Shah, Vice President, Miller Family of Brands. "The new campaign aims to inspire consumers to enjoy life’s happy medium moments."
Mostly-Sober Beer Campaigns
Mill64 is the Perfect Beer for 'Dry-ish January' at 2.8% ABV
Trend Themes
1. Low-calorie Alcohol - The rise of low-calorie alcohol beverages presents an opportunity for brands to cater to health-conscious consumers without compromising taste or enjoyment.
2. Sober Curiosity - The growing trend of 'sober curiosity' opens up opportunities for brands to innovate and offer alternatives for those looking to moderate their alcohol consumption.
3. Moderate Drinking Movements - The emergence of moderate drinking movements creates a space for brands to promote responsible drinking habits and provide options for consumers who want to enjoy alcohol in moderation.
Industry Implications
1. Alcoholic Beverage Industry - The alcoholic beverage industry can tap into the trend of low-calorie and moderate drinking movements to create innovative products and marketing campaigns that appeal to health-conscious consumers.
2. Non-alcoholic Beverage Industry - The non-alcoholic beverage industry can explore the sober curiosity trend and develop a range of enticing alcohol-free alternatives to cater to those seeking enjoyable and flavorful drink options without the alcohol content.
3. Marketing and Advertising Industry - The marketing and advertising industry can help brands capitalize on the rise of low-calorie alcohol and promote the concept of moderate drinking through creative campaigns and targeted messaging that resonate with consumers seeking healthier choices.