Dry January
January 2025
The No & Low category is thriving this Dry January, with official brands seizing the opportunity to shine. In the On-Trade, venues are pulling customers in with enticing free drink promotions, while in-store, the aisles are alive with bold category campaigns and standout signposting POS. It’s all about engaging consumers where it matters—cheers to creative brand activations!
Official snack of #DryJanuary
“Drawing attention to a lesser-known selection in its portfolio by aligning with current trends and tailoring their product offerings to match the retail calendar. Walkers’ approach highlights their strong understanding of consumer interests and timing. However, the ‘Stay Dry’ and ‘0% alcohol’ messaging on snacks feels somewhat confusing.” – GC view
Summary
Walkers is embracing #DryJanuary 2025 with its ‘Better For You’ range, playfully positioning SunBites and Snack A Jacks as the ultimate 0.0% alcohol snacks! Featuring Danny Dyer, the campaign champions moderation and healthier choices with non-HFSS snacks across digital, OOH, and in-store.
Thou shalt go to the pub!
“Flipping “not drinking” into the joy of going to the pub is a clever shift. It reassures consumers they can stick to their resolution to drink less while still enjoying the social buzz of pub life. The messaging is clear, impactful, and lightly humorous, striking the perfect balance between resolution and celebration.” – GC view
Summary
Lucky Saint’s ‘Thou Shalt Go to the Pub’ Dry January 2025 campaign champions mindful drinking and supports pubs. It encourages moderation without skipping social outings, featuring pub activations, free pint give-aways, partnerships, and bold messaging to drive footfall to the on-trade and celebrate alcohol-free beer.
CleanCo Cocktails & Greene King
“Non-drinkers often face a limited variety of options in the on-trade, leaving them feeling excluded. Offering a complimentary alcohol-free gin cocktail serves as an excellent incentive to draw these consumers in. With the extensive CleanCo range available, consumers are presented with a selection to explore, ensuring they stay engaged.” – GC view
Summary
Greene King has partnered with Spencer Matthews’ CleanCo to offer 10,000 free alcohol-free cocktails at its venues this Dry January. Six CleanCo cocktails are available across the pub chain, providing a refreshing, no-alcohol twist — a perfect response to the growing demand for mindful drinking this season.
No & Low: Competitions & GWP
On your bike!
This Kopparberg promotion offers fans the chance to win an e-bike. By purchasing selected 0% products and entering online, participants can join the eco-friendly movement with this exciting giveaway!
A love for the outdoors
Northern Monk’s ‘Holy Faith 0% Keep the Faith’ campaign celebrates mindful drinking with the chance to win Montane outdoor gear—pairing their 0% craft beer with adventure and balance.
FREE GWP
Heineken 0.0 celebrates Dry January 2025 with a ‘Gift with Purchase’ promo. Get a branded glass with every pack, blending mindful drinking with brand engagement. Cheers to alcohol-free refreshment!
Official brands of Dry January 2025
DASH Water
DASH is making Dry January even more refreshing with bulk order discounts and an exciting chance to win 3 months’ worth of their deliciously flavoured products. Stay hydrated, save money, and enjoy a tasty prize!
Kombucha Counter Culture
To celebrate being the official kombucha of Dry January, Counter Culture Drinks is giving fans the chance to win 12 months’ worth of their refreshing products, alongside exclusive limited-edition clothing and stunning prints.
Lyres
This Dry January, Lyre’s is offering 20% off its non-alcoholic spirits and donating £1 to Alcohol Change UK for every limited bundle sold. Plus, you could win Millie Gooch’s inspiring new book, Booze Less.
Lucky Saint
As the official beer of Dry January, Lucky Saint is giving fans the chance to win a year’s supply of their refreshing lager, plus a £500 voucher for a luxurious weekend getaway with Mr & Mrs Smith. Cheers to Dry January done right!
No-and-Low category signposting
DASH Water
DASH is making Dry January even more refreshing with bulk order discounts and an exciting chance to win 3 months’ worth of their deliciously flavoured products. Stay hydrated, save money, and enjoy a tasty prize!
Kombucha Counter Culture
To celebrate being the official kombucha of Dry January, Counter Culture Drinks is giving fans the chance to win 12 months’ worth of their refreshing products, alongside exclusive limited-edition clothing and stunning prints.
Lyres
This Dry January, Lyre’s is offering 20% off its non-alcoholic spirits and donating £1 to Alcohol Change UK for every limited bundle sold. Plus, you could win Millie Gooch’s inspiring new book, Booze Less.
Lucky Saint
As the official beer of Dry January, Lucky Saint is giving fans the chance to win a year’s supply of their refreshing lager, plus a £500 voucher for a luxurious weekend getaway with Mr & Mrs Smith. Cheers to Dry January done right!
Beat The Icon
“Fantasy Premier League grows bigger every season, making it the perfect arena for a global brand like Coca-Cola. By combining gamification with football-themed prizes, the promotion captured fans’ attention while adding an extra layer of excitement — and of course, the all-important bragging rights when their team outperformed the competition.” – GC View
Supporting their Premier League partnership, Coca-Cola’s ‘Beat the Icon’ Fantasy Premier League promotion let consumers win prizes by creating teams to outscore a weekly ‘icon’. Each success entered players into a draw for one of 20,000 prizes, including water bottles, wireless chargers, and coolers. Sainsbury’s amplified the campaign with an exclusive customer promotion.
Red Bull Gives Tetris Wings
“It’s Tetris, but at a global scale! One of the great things about this promotion is how quickly you can get into a game of Tetris. No installing apps, no registration (until after your first game), just straight into the classic game for some instant fun. Technically clever but ultimately immediately engaging and an excellent incentive with a chance to become a Tetris worldwide champion!” – GC View
Red Bull has launched a branded Tetris game alongside a limited edition can design as part of a global competition. Players in Great Britain can join via mobile, aiming to beat high scores and climb the leaderboard. Top performers qualify for the National Final, where the winner will represent Great Britain at the World Final in Dubai.
On-Trade Excellence
In the Doghouse? Lucky You!
Brewdog offered a stay at its Doghouse hotel during a recent on-trade show, challenging players to top the leaderboard in an addictive, Flappy Bird-style game.
Taste Svilla, Toast Together
Cruzcampo offered a taste of its Sevillian roots, giving away a free pint for consumer and a friend, plus entry into a grand prize draw to win a trip to Sevilla itself.
Good Pals Deserve Another Round
Birra Moretti celebrated authentic connections with a classic buy-one-get-one-free offer, giving friends the perfect excuse to catch up over a beer.
