Hello! —
We hope everyone’s staying safe and warm…sheesh. 🥶 Our non-Chicago team members are making their way to town for our annual on site meetings and holiday party. It’s not often we’re all together in person, so we cram it full of reflection, dreaming forward, and naturally, as much good food and drink as possible. See ya next month!
The team at Other Half brought us in to strategize and deliver a campaign in support of their newest package release—a new non-alcoholic Hazy IPA. The question, as it often is, was how to differentiate it from the plethora of NA options already available in the beverage space.
Our answer was simple: Other Half has always been an expert in hoppy beer, and that expertise is unwavering, even in the face of a non-alcoholic option. If you’re familiar with hoppy NA beers, you know most of them are a letdown. All In is different. It tastes exactly how an Other Half IPA should taste (AKA, awesome). Our campaign leaned into that truth: a trusted, hop-forward brewer isn’t going to compromise their craft with a lame NA hazy.
All In has sold out *twice* since its release earlier this month — so yeah, it’s safe to say they nailed it.
Elysian's Easy Dust IPA is meant to point towards the brewery's rockstar flagship, not distract from it.
The creative we developed around their tagline, "Take It Easy", highlights that synergy - with brand family colors and type, and high impact photography that depicts Easy Dust at home in the same places Space Dust reins supreme.
Now, whether you're looking for high octane or just high flavor, Dusty's got you.
Last year, our pals at Mash Gang, an alcohol-free brewery founded in the UK, came to us to refresh their core lineup ahead of market expansion.
An oldie but a goodie, this campaign was designed back in 2023 for Anheuser-Busch’s Corporate Social Responsibility team.
And finally, to round out our Dry January lineup, we look at THC seltzer darlings, Wynk. Dry January in the THC space is fun because unlike alcohol brands, ABV avoidance *opens* a door instead of closing one.
Floating — Float to a better beginning.
This month’s staff picks are dedicated to all things non-alc!
I need everyone to know that any time it’s a bit chilly out, I’m doing something revolutionary and having tea in bed. Every night, without fail. My current favorite pick at the moment is The Republic of Tea’s “Hot Apple Cider Tea” ... man is it good. You know when people are like “it left a weird taste in my mouth”? Well, imagine the opposite of that, and ending your day with a GOOD taste in your mouth. 😎 I know, mind blown.
— Tanya
This staff pick really belongs to Tanya (thanks, girl) for giving me the heads up, but the new NA beer “cocktails” from Athletic are really, really good. I would have never purchased a “Non-Alcoholic Cocktail Inspired Brew” if someone I trusted hadn’t told me to, but the Paloma is killer and I will be drinking it for eternity.
— Meredith
This is my first year actually participating in Dry January (minus attending one cold Bears game) and I’ve loved exploring a bunch of different NA’s. I’ve gotta say though, despite them being a client who has multiple times given me shit for my previous Staff Picks (👋 Andrew), I’m all in on Other Half’s All In Hazy IPA. I can legitimately say it’s one of—if not the—best non-alcoholic IPA I’ve had. Highly highly recommend and they’ll ship it right to ya.
— Kevin
I really liked this framework from one of my favorite newsletters, On The Rocks, while I’m participating in Dry-ish January: “I love something called bookending. You start your night with a non-alcoholic drink, have a real drink when you’re out if you want, and then make your last drink of the night non-alcoholic too, either at the final bar or when you get home. It slows everything down in a really natural way. You still get to participate, but it’s a more damp version of going out.”
— Nick
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