To support an ever-growing number of consumers who are choosing to take a month-long break from alcohol, Health-Ade launched the Keep The Happy in Happy Hour campaign, which inspires flavorful alcohol swaps like kombucha mocktails. Non-drinkers will feel inspired all Dry January long thanks to inspiring mocktail recipes created by the brand in collaboration with creators like Sad Papi, Vivian Nguyen of Coffee Bae and Leslie Kirchoff of Disco Cubes.
Each happy hour on Mondays, the brand is sharing kombucha mocktail recipes made with the most popular Health-Ade flavors. The Strawberry & Smoked Thyme recipe recently kicked off the series and it is just one delicious example of a full-flavor, alcohol-free option that can be made at home with ease.
In addition to looking for more non-alcoholic options, consumers are searching for solutions to their gut problems, and kombucha satisfies that requirement as a fermented bubbly tea.
Kombucha Mocktail Campaigns
Health-Ade's 'Keep The Happy in Happy Hour' Supports Dry January
Trend Themes
1. Dry January Alternatives - Opportunities for non-alcoholic beverage brands to create flavorful and appealing options for consumers who are abstaining from alcohol during Dry January.
2. Kombucha Mocktails - New trend in mocktail recipes featuring kombucha as a key ingredient, accommodating those seeking alternative beverage options with potential for cross-promotion with non-alcoholic beverage brands.
3. Gut-healthy Beverages - Growing demand for fermented, probiotic-rich beverages like kombucha that promote gut health and can be used as a selling point for non-alcoholic beverage brands.
Industry Implications
1. Non-alcoholic Beverage Brands - Opportunities for non-alcoholic beverage brands to create innovative and flavorful options to meet the growing demand for alcohol alternatives during Dry January and beyond.
2. Health and Wellness Industry - Opportunities for health and wellness brands to market gut-healthy, fermented beverages like kombucha as a viable alternative to alcohol, appealing to consumers looking for non-alcoholic and functional beverage options.
3. Food and Beverage Industry - Opportunities for restaurants and bars to create inventive kombucha mocktail offerings on menus, catering to growing demand for non-alcoholic and gut-healthy beverage options.