Not only people from all over the world, but also alcohol producers are joining the growing popularity of the Dry January non-alcoholic initiative.
Famous Dutch beer manufacturer presented a limited edition package of Heineken 0.0 non-alcoholic beer. It includes 31 bottles - one for each day of the month, a kind of beer calendar. As described by the company itself, this beer has a fruity flavor with light malt notes. In its manufacture, only natural ingredients are used, and vacuum distillation technology is used to remove alcohol.
The idea of Dry January was born in 2013 in the UK and is to give yourself a month of unloading after the alcohol-filled December holidays. The idea quickly found adherents around the world. Thus, it is alleged that every 5th American supports this initiative today. Millennials especially liked this idea. Dry January is said to reduce overall alcohol consumption throughout the year. And according to a study conducted in 2014 by the University of Sussex, 4% respondents did not drink at all for at least six months.
And although it is too early for beer producers to worry about declining sales against the backdrop of an increasingly popular healthy lifestyle, they are gradually starting to expand non-alcoholic lines. And Heineken is far from the first in this matter, it just did it in the most original way.