Whiskey Brand Creates Booze-Free Stunt For 'Rye January'

As a distiller of high-proof rye whiskey that’s been methodically aged six years, WhistlePig is an unlikely player in the booze-free booze space. But the young challenger brand has launched its first-ever Dry January program with a pair of non-alcoholic whiskeys, one infused with CBD, in an experiment that’s already taken off with consumers. WhistlePig spent about a year developing its two limited-edition products, PiggyBack Devil’s Half Send and Devil’s Slide, with the first batch of 1,000 bottles selling out within 24 hours. The brand, based on a 500-acre farm in Vermont, plans to drop a second round of de-alcoholized whiskeys today. All proceeds from the stunt go the Bartenders’ Guild to help mixologists who are underemployed by both the current Covid-19 surge and the month’s trend toward abstinence. “This is the opposite of our bread and butter,” Eliza McClure, WhistlePig’s vice president of marketing and innovation, told Adweek. “We wanted to challenge the category on what a non-alcoholic drink could be and do something for the bartending community, which has always been the lifeblood of our brand.” 'Rye January' and 'an all-out party' WhistlePig, which releases specialty small batch whiskeys several times a year, wanted a way to speak to aficionados and potential fans during the typically slow post-New Year’s period. Tapping into the thriving moderation movement made sense, McClure said, with a reverse-engineered product that removes the alcohol from the flagship cocktail. “We’ve been watching the no-alcohol trend since its early days, and it’s becoming a very crowded space,” McClure said. “Our goal is to stand out by keeping the taste and complexity of aging.” WhistlePig, renaming the month “Rye January” and teasing a yet-unavailable THC-infused version of booze-free whiskey, is one of a number of brands elbowing for attention during this period of temperance. Athletic Brewing, a category heavyweight that recently landed $50 million in funding, is repositioning January “as an all-out party” instead of 30 days of deprivation, a new direction for the strong-selling month, per CMO Andrew Katz. The brand, which has cornered a 45% share of the craft non-alcoholic beer segment, has debuted a 30-beer party pack so consumers can “get the full social experience of having a beer without missing a beat,” according to its ecommerce site. Its social feeds, featuring disco balls and celebration themes, use the hashtag #DrinkUpDryJan, reinforcing its lifestyle message "about not compromising and not having to give up on your goals" while still enjoying a brew, Katz told Adweek. Heineken 0.0 non-alcoholic lager has taken a similar tact with its recent campaign, "Cheers With No Alcohol. Now You Can." 'Damp January' and 'zebra-striping' The activity points to the growing importance of temporary teetotalers in America—along with year-round non-drinking demos—and the explosion of brands and sales they’re fueling. Non-alcoholic drinks reached $331 million in sales, a 33.2% jump, for the 52 weeks ending October 2021, according to NielsenIQ, with a 31.7% increase in dollars spent on beer, cider and flavored malt beverage alternatives, and nearly 40% more spent for de-alcoholized wine over the previous year. There was a 315% leap in online sales of low- and no-alcohol beverages in the 12 months prior to October 2021, NielsenIQ reported. In line with those boosts, interest in Dry January has spiked. According to a new survey from Morning Consult, 19% of U.S. adults say they’re participating this year, an uptick from 13% who said the same in 2021. The numbers are more dramatic among millennials, with 27% taking part this year, up from 16% in 2021. The moderation trend has expanded by word of mouth, the researcher found, and consumers often participate as part of a group, with 77% having previously taken the informal pledge to skip booze. But many Americans say they’re not taking a hard-line approach, with Morning Consult dubbing the month “Damp January” because only half of survey respondents said they plan to drop alcohol entirely. That finding tracks with other recent data, including NielsenIQ’s finding that 78% of no-booze booze buyers are still shopping for alcoholic beer, wine or spirits. Katz estimates that 80% of Athletic drinkers also consume alcohol: "Dry January is not all or nothing—it can be Dry-ish," he said. "The benefits of reducing alcohol are countless, so even for those not committing to the full month-long challenge, the wins will be there." IWSR says that consumers in 10 growing global markets, including the U.S. and the U.K., opt for moderation over abstinence, with 58% reporting that they switch between low- and no-alcohol drinks and full-strength cocktails on the same occasion in a practice known as “zebra striping.” WhistlePig, aiming at its core consumers, sent emails that had “stronger than normal” open rates, McClure said. Instagram posts targeted a broader audience, with response showing that newbies are coming into the fold. “We see that our regular fans are willing to try a non-alcoholic product and switch it out during this month,” McClure said. “And we're also seeing interest from some sober curious and abstinent consumers.” Blake Lively, Actor and Teetotaler, Debuts a Line of Mixers to Enjoy With or Without Booze

Alcohol Industry News

Whiskey Brand Creates Booze-Free Stunt For 'Rye January' as Drinkers Cut Back on Alcohol

All proceeds will go to the Bartenders' Guild to help underemployed and struggling mixologists

T.L. Stanley

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T.L. Stanley