Mill64 is the Perfect Beer for 'Dry-ish January' at 2.8% ABV
Grace Mahas — December 27, 2019 — Marketing
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."
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."
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.
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