# Mostly-Sober Beer Campaigns Mill64 is the Perfect Beer for 'Dry-ish January' at 2.8% ABV By Grace Mahas | Published 2019-12-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dryish-january References: [youtube](https://www.youtube.com/watch?v=MvdOEBqyG1M&feature=youtu.be) & [miller64](https://www.miller64.com/av?url=https://www.miller64.com/) Many people attempt to go take a break from alcohol in the month of January, and [Miller64](https://www.trendhunter.com/trends/dumbest-math-question) is helping its customers remain sober-*ish* with its [low calorie beer](https://www.trendhunter.com/trends/michelob-ultra-zero) that boasts a 2.8% ABV and only 64 calories. The campaign is titled 'Dry-ish January' and focuses on enjoying a lighter beer this January. The brand partnered with actor Nicholas Braun for a hilarious video depicting the concept where Braun tries his hand at different names for 'Dry-ish January.' This campaign is aligned for many "sober curious" Millennials, however, according to a recent survey, almost half of those who make a Dry January resolution for 2020 are not extremely confident they’ll be able to do it. “Dry-ish January is a month long phenomenon that allows you to put your own spin on the Dry January movement, but in a way that’s not as extreme,” said Anup Shah, Vice President, Miller Family of Brands. “The new campaign aims to inspire consumers to enjoy life’s happy medium moments." ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 23% | Activity: 66% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Low-calorie Alcohol:** The rise of low-calorie alcohol beverages presents an opportunity for brands to cater to health-conscious consumers without compromising taste or enjoyment. - **Sober Curiosity:** The growing trend of 'sober curiosity' opens up opportunities for brands to innovate and offer alternatives for those looking to moderate their alcohol consumption. - **Moderate Drinking Movements:** The emergence of moderate drinking movements creates a space for brands to promote responsible drinking habits and provide options for consumers who want to enjoy alcohol in moderation. ### Who This Affects Most - **Alcoholic Beverage Industry:** The alcoholic beverage industry can tap into the trend of low-calorie and moderate drinking movements to create innovative products and marketing campaigns that appeal to health-conscious consumers. - **Non-alcoholic Beverage Industry:** The non-alcoholic beverage industry can explore the sober curiosity trend and develop a range of enticing alcohol-free alternatives to cater to those seeking enjoyable and flavorful drink options without the alcohol content. - **Marketing and Advertising Industry:** The marketing and advertising industry can help brands capitalize on the rise of low-calorie alcohol and promote the concept of moderate drinking through creative campaigns and targeted messaging that resonate with consumers seeking healthier choices. ## Related on Trend Hunter - [Lighthearted Dry January Campaigns](https://www.trendhunter.com/trends/january-its-anything-but-dry-campaign.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) - [Mixed-ABV Beer Packs](https://www.trendhunter.com/trends/holiday-detox-pack.md) - [Low-ABV Spirits Campaigns](https://www.trendhunter.com/trends/defy-january.md) - [Low-Calorie Non-Alcoholic Brews](https://www.trendhunter.com/trends/partake-brewing.md) - [Alcohol-Free Beverage Campaigns](https://www.trendhunter.com/trends/00-reasons-needed.md) - [Approachable Alcohol-Free Brews](https://www.trendhunter.com/trends/alcohol-free-brews.md) - [Intimate Alcohol-Free Campaigns](https://www.trendhunter.com/trends/anything-but-dry-january.md)