Low/No Alcohol Influencer Marketing: How To Promote Low/No Alcohol Products On Social Media

January 10th, 2023 by

With Dry January upon us, there has never been a better time to market to the sober-curious than now.

The post-festive season is a time for low/no alcohol brands to shine and educate those of us who wish to know more about the benefits of sober life. Whether their aim is to create a long-lasting impact or simply carry you through the month of January, their social media marketing campaigns are among the best in the alcohol influencer marketing industry.

We’ve covered alcohol influencers in a previous blog, but how easy is it to find and collaborate with low/no alcohol influencers?

In this blog post, we’ll cover the ins and outs of Dry January and how low/no alcohol marketing campaigns are shifting traditional consumer behaviours.

It’s a generational thing

Millennials are often credited as the frontrunners of the sober-curious revolution, putting health and wellness at the centre of decision making, having seen and lived the downsides of alcohol consumption. 

According to a 2019 survey run by TotalJobs, 56% of Millennials consider themselves to be mindful drinkers, compared to just 37% of Boomers. Challenges such as Dry January are proof of this, as we see more and more young people taking part each year in an effort to put their health first. 

However, it’s Gen Z that has pushed this sober-curious movement over the edge.

Not only are they educated on mental and physical wellness, they are also striving for financial wellness too, meaning they would rather save their hard earned money than spend it on a few cocktails. 

Top campaigns for low/no alcohol influencer marketing

Low/no alcohol brands are very aware of the changes in consumer behaviour when it comes to alcohol consumption and many have adjusted their marketing strategies to suit this. As well as this, entirely new low/no alcohol brands have burst onto the scene for those who wish to make sobriety a part of their lifestyle. 

Heineken

In January 2022, Heineken released their Cheers With No Alcohol. Now You Can campaign. It uses their Heineken 0.0 non-alcoholic beer and history to challenge the idea that non-alcoholic beverages are unsociable options. In fact, the campaign celebrates the fact that it is now easier than ever for people to share special moments whether they choose to consume alcohol or not. 

Brewdog

Brewdog isn’t shy when it comes to Dry January activities. 

In January 2020, not only did they offer free refills on all alcohol-free beers across all of its bars, but they also dedicated a whole pop-up bar solely to non-alcoholic beverages. Named Brewdog AF, the bar offered 15 taps of draft alcohol-free craft beer. It was said to be a very inclusive place with a clientele consisting of post-work drinkers and remote workers. 

As well as this, the brand also launched two new alcohol-free brands; Hazy AF and Wake Up Call which can be purchased online and in Brewdog bars. 

 

View this post on Instagram

 

A post shared by BrewDog (@brewdogofficial)

Seedlip

With Seedlip being owned by Diageo, we should be expecting big and bold campaigns and since their launch in 2014 they have delivered exactly this. Being the world’s first non-alcoholic spirits brand, their campaigns are launched all year round, with a particular focus on the month of January.

To secure their place in the alcohol industry, Seedlip partnered with various alcohol influencers to run alcohol influencer marketing campaigns in a bid to increase brand awareness and offer audiences an alternative to alcohol consumption. Christie Knight, a brand ambassador for Seedlip and renowned Instagram cocktail enthusiast, took to social media to promote her Seedlip Sessions event in collaboration with the brand. At the event were multiple opportunities for customers to taste the drink, increasing the likelihood of sales conversions. 

 

View this post on Instagram

 

A post shared by christie (@christieknight)

Big brands are taking note

With Diageo now owning the world’s first alcohol-free spirits brand, this has trickled down the system and into the marketing strategies of their others. Budweiser, Heineken and Corona have all launched alcohol-free versions within the last few years and AB InBev had pledged to increase no or low alcohol offerings to 20% of its global beer volumes by the end of 2025. 

FAQ’s

How can influencers be used in the alcohol industry?

Brands can partner with influencers to promote a new product launch, offer their audiences insight into the manufacturing process of alcoholic and non-alcoholic beverages and drive engagement and sales. 

How do you promote a low/no alcohol product?

  1. Know your audience and who you are marketing to
  2. Choose the right platform
  3. Create campaigns around memories and experiences.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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