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The best Dry January campaigns of 2021

This year, marketing options for Dry January were a lot more limited than in previous years. But that didn t stop brands being creative. Ed Brown of YesMore drinks marketing agency takes a look at some of the campaigns.
In comparison to 2020 the well is positively.ahem, dry. In years gone by we’ve seen London buses with full makeovers and entirely alcohol-free pubs open just to celebrate a month without drinking. However in the year+ of social distancing, options have been limited with many brands taking a different approach.
We saw Pernod Ricard buy a majority stake in alcohol-free spirit Ceder’s. There were new product launches galore from Desperados with “Virgin 0.0%” a non-alcoholic tequila-flavoured lager. Heineken launched multipacks of its 0.0% beer and a new low and no spirit from Salcombe Distilling Co. entered the U.S. market in January. ....

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Primal Scream and Hot Chip megamix to headline Bigfoot, the UK's first craft beer music festival

Primal Scream s Bobby Gillespie (Picture: Getty)
The likes of Primal Scream, Hot Chip‘s Megamix and Fat White Family are set to play the inaugural Bigfoot – the UK’s first ever craft beer music festival.
Taking place from June 18-20 at Warwickshire’s Ragley Hall, the event will see fans enjoying a wide array of bands and a equally impressive selection of brewers from across the UK.
While Primal Scream and Hot Chip’s Megamix will headline, fans can also expect sets from the likes of Maribou State (DJ set), Baxter Dury, A Certain Ratio, Erol Alkan, Franc Moody, Trojan Soundsystem and the London African Gospel Choir. ....

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Hot Chip Megamix, Primal Scream For Bigfoot Festival

Hot Chip Megamix, Primal Scream For Bigfoot Festival ....

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New drinks launches 15 January

Marston’s launches low calorie premium beer
Marston’s Brewery has unveiled 88-calorie, 4.7% ABV pour Resolution, which is available in 275ml bottles.
According to its makers, Marston’s Resolution delivers “punchy flavours” having undergone a double fermentation process to create a “strong, refreshing beer that’s less filling and easier to drink”.
“After Christmas, a lot of us make changes to our lifestyle and we are pleased we can offer a beer with 88 calories, which can help people keep to their new resolutions, but does not compromise on taste,” Kirsty Polmeer, marketing manager at Marston’s Brewery, Carlsberg Marston’s Brewing Company, said. ....

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New drinks launches 8 January

The first new product round-up of 2021 includes another low and no twist on a BrewDog staple and TV’s Phillip Schofield adding a second wine to his growing range.
Signature Brew unveils black IPA Nocturne
East-London based beermaker Signature Brew has created 6.66% ABV Nocturne Black IPA – a blackened beer which is one of the first to feature Yakima Chief Hop’s new strain, Talus.
One of the first beers in the world to utilise the new hop, Yakima Chief Hops visited the Walthamstow brewery to help brew the beer.
The brew features grapefruit and violet notes alongside tropical fruit and roasted malt flavours. ....

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