Zero per cent beer brand Days Brewing has launched a campaign that deals with the real, tangible reasons to cut back on alcohol this January.
Beer For Anyone sees the brand dive into relatable reasons to skip the alcohol, but not the beer. The campaign comes off the back of the brand’s launch into Tesco and Ocado.
With one in seven adults avoiding alcohol this month, Days has enjoyed a 200% uplift on its website sales so far this year, versus the same period in 2022.
A recent report by drinks market analyst IWSR highlighted the enormous growth in the 0.0% drink space. It said: “Whilst the total low/no market in the UK has grown at a compound annual rate of 9% since 2018, no-alcohol volumes jumped by 21%, well ahead of the 1% increase of the low-alcohol category.”
Days has launched promotions across the UK, taking over billboards and buses, from London underground stations to digital screens in Scotland. The brand expects to reach more than 26 million people and provoke a new conversation about alcohol-free beer.
Mike Gammell, co-founder of Days, said: “It’s an awesome time for alcohol-free beer, and we’re excited to launch our biggest [above the line] investment to support the high growth we’re expecting in 2023.
“There’s tons of attention in the category in January, and as a brand we want to make as much noise as possible, celebrating the benefits of beer without the side-effects, on taxis, buses, tube stops, and digiscreens, in major cities from London to Edinburgh.”
