Cheers to Dry January

Health-Ade, the makers of delicious, bubbly beverages that support a happy and healthy gut, are launching “Keep The Happy in Happy Hour,” a campaign to kick off the new year and inspire consumers to choose kombucha as they look for alcohol swaps. Dry January has become a cultural moment for so many, with an increasing number of consumers pledging to take a month-long break from alcohol. Health-Ade is enlisting innovative creators to produce custom Health-Ade mocktail recipes for alcohol-free lifestyle inspiration. Their motto: the party doesn’t have to stop when the alcohol does!

Health-Ade Pink Lady Apple

They’ve partnered with a team of creators that includes Sad Papi, Vivian Nguyen of Coffee BaeJaylynn Little, Leslie Kirchoff of Disco Cubes, Remy Morimoto Park of Veggiekins, and Morgan Lynzi to craft delicious mocktail recipes that remind consumers they can keep the happy hour ritual they love, simply by trading cocktails for Health-Ade mocktails during Dry January. The recipes, which feature Health-Ade’s most popular kombucha flavors, will be posted to the brand’s Instagram during happy hour each Monday in January at 3 pm PST.  Fans can also enter to win branded swag, a cocktail/mocktail recipe book, and even a weekend stay at Terranea Resort to find their total body happy place. Health-Ade has also partnered with Jenny Arimoto and Overheard LA/NY to produce fun content that will drive awareness.

Dry January started almost a decade ago, around the same time as Health-Ade was founded. What began as a small population of people abstaining from alcohol for the month has turned into a cultural event that one in seven Americans participate in (Forbes, 2021), with brands and businesses alike riding the “New Year, New You” trend. 2021 has been a particularly big year for non-alcoholic spirits, with sober-curious consumers experimenting year-round. According to Nielsen, non-alcoholic drink sales increased 33% to $331 million in the last year, and Whole Foods Market recently listed booze-free liquor as one of the food trends to watch in 2022 (Business Insider, 2021).

As people look for more non-alcoholic options, they are turning towards healthier beverages that feel celebratory, without compromising on taste or satisfaction.  Enter Health-Ade Kombucha, a fermented, bubbly tea that’s packed with probiotics and healthy acids, and flavored with organic, cold-pressed juice. Probiotics and healthy acids work to support overall gut health, and consumers are taking note, with the term “gut health” seeing a 600% increase in search volume in recent years (Google Trends, 2016-2021). There’s a growing desire amongst the population to embrace gut health as a gateway to whole-body health, and people are looking for more food-based solutions to their belly problems. As people commemorate the new year and look for ways to improve overall health and wellness, Heath-Ade is a satisfying alternative for those looking for a bit of bubbly.

Consumers may be switching out their after-work cocktails for a more balanced lifestyle, but Health-Ade wants to keep the joy in happy hour and toast to a happy, healthy gut! Health-Ade is encouraging consumers to “Keep The Happy in Happy Hour” making this Dry January not about going without, but about treating yourself. Whether you incorporate Health-Ade Kombucha into your end-of-day routine or test out a delicious mocktail, there is something for everyone to enjoy at happy hour.

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