# Dry January Kits Hairless Dog Brewing Company Curated Dry January Survival Kits By Laura McQuarrie | Published 2021-12-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dry-january-survival-kits References: [specialtyfood](https://www.specialtyfood.com/news/article/hairless-dog-brewing-presents-dry-january-survival-kits/) & [hdbrewing](https://hdbrewing.com/)  [Dry January Survival Kits](https://www.trendhunter.com/trends/dry-january-dirty-martini-kit) are available from [Hairless Dog Brewing Company](https://www.trendhunter.com/trends/alcoholfree-beer-collection) and they speak to the growing number of sober curious consumers who want more options when it comes to socializing without alcohol at the center of their experience. The kit offers non-drinkers their choice of three Hairless Dog 0% ABV craft NA beer varieties and merchandise. Hairless Dog co-founder Paul Pirner, one of the founding members of the recently-formed [Adult Non-Alcoholic Beverage Association](https://www.trendhunter.com/trends/poise-giggle-dribble-campaign), says, "Dry January is no longer a month you have to suffer through with lifeless NA drinks." These full-flavor craft beverages provide an experience that won't leave people wanting, whether they find themselves the designated driver, sober curious or serious about adopting an alcohol-free lifestyle. Hairless Dog Brewing Company sets itself apart with an innovative brewing process in which alcohol is never introduced, which makes it the first truly 0.0% ABV craft non-alcoholic beer in the country. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 22% | Activity: 39% | Freshness: 11% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Sober Curious Trend:** The growing number of sober curious consumers wants more options for socializing without alcohol, creating an opportunity for non-alcoholic beverage companies like Hairless Dog Brewing Company to offer dry January kits. - **Association Formation Trend:** The formation of the Adult Non-Alcoholic Beverage Association represents the need to address the rising interest in non-alcoholic options, suggesting opportunity for industry organizations to unite and advocate for this trend. - **Low/no Alcohol Category Trend:** The demand for high-quality, flavorful low or no alcohol beverages, as evidenced by Hairless Dog Brewing Company’s innovative brewing process, creates opportunity for companies who specialize in this growing category. ### Where This Applies - **Non-alcoholic Beverage Industry:** The rise of sober curious consumers creates a disruptive innovation opportunity for the non-alcoholic beverage industry to create new and flavorful low or no alcohol beverage options. - **Alcohol Industry:** The increasing popularity of low or no alcohol beverages creates a disruptive innovation opportunity for the alcohol industry to pivot and offer options targeted towards a more health-conscious consumer. - **Health and Wellness Industry:** The sober curious trend brings a spotlight to the need for health and wellness options that don't require sacrificing social experiences, creating opportunities for products and services that cater to this market. ## Related on Trend Hunter - [Non-Alcoholic Craft Beer Kits](https://www.trendhunter.com/trends/non-alcoholic-starter-pack.md) - [Alcohol-Free Party Packs](https://www.trendhunter.com/trends/dry-january-party-pack.md) - [Booze-Free Beer Collections](https://www.trendhunter.com/trends/alcoholfree-beer-collection.md) - [Dry January Kits](https://www.trendhunter.com/trends/sensori.md) - [Dry January Beer Launches](https://www.trendhunter.com/trends/dryback-january.md) - [Sober October Campaigns](https://www.trendhunter.com/trends/sober-october-campaign.md) - [Non-Alcoholic Beer Cocktails](https://www.trendhunter.com/trends/talon-tinnie.md) - [Dry January Drink Menus](https://www.trendhunter.com/trends/hopdoddy-burger-bar.md) - [Zero-Proof Cocktail Kits](https://www.trendhunter.com/trends/zeroproof-cocktail-kit.md)