• by Teresa Buyikian , September 20, 2024

Forget Dry January. One non-alcoholic beer company wants you to get your sober on even before overindulging during the winter holiday season.

Kit NA Brewing has launched “Under Your Own Influence,” a campaign for what the company calls Sober October. According to the brand, one quarter of Americans participated in Dry January this year, and this campaign intends to tap into that more mindful audience.

Ads consist of a couple of female Gen Zers enjoying themselves with the non-alcoholic brew outdoors in what is typically an influencer-filled Coachella-esque setting.  

"Our Sober October campaign is all about encouraging people to take a mindful break from alcohol and focus on personal growth in a way that's both enjoyable and rewarding,” said Jayme Brown, director of marketing at Kit NA Brewing in a release.

As part of the sober effort, Kit NA Brewing has also created a contest for customers to win a YETI Roadie 32-Wheeled Cooler, filled with (of course) the brand’s non-alcoholic beers. Customers can log on here to enter through Oct. 31. Additional entries can be earned by referring friends, visiting Kit's website and following the brand on Instagram.

The point of sale “Under your own influence” campaign includes online promotions as well as marketing via the brand’s social media platforms.

Kit NA Brewing was founded in Portland, Maine in 2021, brewing non-alcoholic as well as vegan, gluten and dairy-free beers. The brand sells three varieties: Blonde, Wheat and Hazy IPA.