Crossip's Defy January Campaign Spotlights Low-Alcohol Drinks
Laura McQuarrie — December 16, 2022 — Lifestyle
References: crossipdrinks & thespiritsbusiness
Abstaining from something entirely can feel slightly restrictive and rather than inviting people to take part in Dry January, non-alcoholic spirits brand Crossip is spotlighting low-alcohol drinks as part of its Defy January campaign. Set to launch at the start of 2023, this campaign focuses on creative low-ABV options.
Crossip founder Carl Anthony Brown said, "All too often, when someone mentions no-and-low, they’re referring to zero-ABV. Low-alcohol ends up either an afterthought or lost altogether. Similarly, when someone looks to experiment with a non-alcoholic ‘spirit’, their knee-jerk reaction is to make a zero ABV serve."
At the center of the Defy January campaign from Crossip is an interactive digital advent calendar that offers a video a day featuring a low-alcohol recipe that can be made with one of its versatile non-alcoholic spirits.
Crossip founder Carl Anthony Brown said, "All too often, when someone mentions no-and-low, they’re referring to zero-ABV. Low-alcohol ends up either an afterthought or lost altogether. Similarly, when someone looks to experiment with a non-alcoholic ‘spirit’, their knee-jerk reaction is to make a zero ABV serve."
At the center of the Defy January campaign from Crossip is an interactive digital advent calendar that offers a video a day featuring a low-alcohol recipe that can be made with one of its versatile non-alcoholic spirits.
Trend Themes
1. Low-abv Beverages - The emphasis on low-alcohol beverages presents a potential opportunity for the development of innovative drinks with less alcohol content.
2. Interactive Digital Campaigns - The successful launch of the interactive digital advent calendar from Crossip may inspire similar campaigns to be implemented in various industries.
3. Non-alcoholic Spirit Market - As consumers continue to seek healthier alternatives to alcohol, the non-alcoholic spirit market presents a disruptive innovation opportunity with its growing demand.
Industry Implications
1. Beverage - The beverage industry can explore the use of alternative ingredients to create unique low-ABV options for consumers.
2. Marketing and Advertising - The success of Crossip's interactive digital campaign offers disruptive innovation opportunities for the marketing and advertising industry to develop creative campaigns using new technologies.
3. Hospitality - Restaurants, bars, and hotels can capitalize on the growing demand for low-ABV beverages by offering innovative and tasty options to their patrons.
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