Brewers Association Supports Dry January with Pour Love into Local Campaign

With the holidays behind us, the Brewers Association has just launched Pour Love into Local, a new marketing program with a goal of luring more customers into their brewery member taprooms during one of the slower months of the year. This new collaborative messaging campaign was developed by the Brewers Association alongside a coalition of state brewers guilds to encourage customers to support local breweries after the holidays, a historically slow period for business.

This new Pour Love into Local campaign sees the Brewers Association fully embracing Dry January, an idea that many of trade group’s brewery members suffer from financially. Dry January is being mentioned and promoted all across the media and by breweries as well during a month when alcohol consumption has historically slowed from the previous month that’s full of gatherings. It is almost a self-fulfilling prophecy that is being endorsed by both the Brewers Association and many craft breweries.

According to the Brewers Association, the campaign’s advocates are promoting the importance of the social brewery experience during the typically slower winter months and encouraging everyone to continue to gather at and support their local breweries to kick off the New Year and beyond. It’s no longer necessary for Dry January participants to give up their weekends and social lives when local breweries serve as community hubs for gathering with innovative alcohol-free alternatives available for all.

“Breweries are more than just places to grab a pint—they’re hubs of creativity and community,” said Ann Obenchain, vice president of marketing and communications at the Brewers Association, in a press release. “With ‘Pour Love into Local,’ we’re encouraging everyone to explore what their local brewery has to offer, whether it’s a warm space to gather with friends, a chance to try a new NA creation, or simply a way to support a small business during the slower winter months.”

“We strive to promote a culture of welcoming and inclusivity in our breweries,” said Mary MacDonald, executive director of the Ohio Craft Brewers Association, in a press release. “For Dry January, that means meeting people where they are, honoring their choices and inviting them to ‘Pour Love into Local,’ no matter what beverages are in their hands.”

Despite a slight uptick in onsite sales (USD) at small and independent breweries during the first quarter of the year, January through March remain the slowest months, accounting for just 22% of 2023’s annual sales. Compounding this challenge, the American Time Use Survey (Bureau of Labor Statistics) reveals a more than 20% decline in daily socialization time among adults aged 25-54 between 2003 and 2023. This convergence of reduced social activity and seasonal slowness adds to the pressures faced by on-premise businesses.

“It’s a very difficult time for small businesses, especially in the beverage and hospitality sector, and it historically gets worse in January and February,” said Caroline Wallace, executive director of the Texas Craft Brewers Guild, in a press release. “With the help of our colleagues at the Brewers Association and other state brewers guilds, we’re helping our member breweries by encouraging people to ‘Pour Love into Local’ by visiting their local breweries to gather and connect with friends, whether they’re observing Dry January or not. This campaign celebrates the craft brewing community’s diversity, creativity, and resilience.”

Breweries interested in joining the campaign can visit the Brewers Association website to download free promotional materials and support. Customers can visit participating breweries to discover their winter offerings and share their favorite experiences on social media with the campaign hashtag of #PourLoveIntoLocal.

For more information about the Pour Love into Local campaign, visit BrewersAssociation.org or follow #PourLoveIntoLocal on social media.