Heineken Made a 31-Pack of Alcohol-Free Beer for Dry January

Sure, we’re heading into the heart of the holiday season, where overindulging is the name of the game. But look at it another way: In less than three weeks it will be January, when you’ll have to make serious amends for everything you consumed—and more to the point, imbibed—in the latter half of December. 

For many, it will be a Dry January—the trend where people ditch alcohol entirely for the first month of the year. And in that regard, Heineken is here to help. 

Working with Minneapolis creative agency Fast Horse, the brewer has created the January Dry Pack—a funky 31-pack of alcohol-free Heineken 0.0 beer, one for every day of the month. 

Best part? The January Dry Pack is totally free! Visit januarydrypack.com beginning on Dec. 27 at 10 a.m. EST to claim yours. But be speedy, as there are surely fewer of these than there were Popeyes Chicken Sandwiches earlier this year. 

It’s nice to see a brewer embrace a grassroots consumer trend like Dry January, which would seem antithetical to its interests. But positioning Heineken 0.0 as your preferred beer for 1/12th of the year is actually pretty clever. 

Fast Horse has done a bunch of work on Heineken 0.0 since the beer’s launch earlier this year—including “Bring Your Beer to Work Day” with Angela Kinsey and Brian Baumgartner from The Office; “The Perfect Serve” with Andy Roddick and Lindsay Davenport for the U.S. Open; and “National First Responders Day” with Ken Jeong, real-life doctor and judge on The Masked Singer.