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Heineken Creates a 31-Pack of Non-Alcoholic Beer for Dry January

The limited-edition packs are available for free beginning Dec. 27

the heineken dry pack
The January Dry Pack has 31 cans for each day of the month. Heineken
ian.zelaya
By Ian Zelaya

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January tends to be a popular month for people to swear off alcohol, and Heineken wants to give consumers a booze-free alternative.

The beer brand has created the January Dry Pack, a case of 31 cans of Heineken 0.0, the brand’s non-alcoholic beer.

Heineken partnered with integrated creative agency Fast Horse to create the limited-edition packs, which are available for free on a custom website beginning Dec. 27 at 10 a.m. ET. The number of packs are limited and only available in select markets.

“With Heineken 0.0,

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ian.zelaya

Ian Zelaya

Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.

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