"New Year's resolutions don't have to last all year to be considered a success. And for the nearly 30% of drinking age Americans who were expected to take part in Dry January, the trend where adults give up alcohol for a month, Best Day Brewing founder and CEO had some advice. Whether you make it all 31 days is totally irrelevant, said Tate Huffard, who launched the NA beer brand in Sausalito five years ago."
"The point is, even if you make it two days, you are you are having this reset. You're taking any amount of time to examine your relationship with alcohol. And in doing that, it has a very sticky behavior for the way you're going to drink for the whole rest of the year. Huffard, the mountain biking, wave-riding Bay Area transplant who started a nonalcoholic beer company that has become one of the fastest growing brands in the country, said folks should consider what NA beer could do for them all year long."
"The company is now the third-fastest growth brand in the adult beverage category, has tripled in volume and revenue in the last 18 months and is now in 90% of Whole Foods locations. Huffard thinks the beer is growing in popularity for two main reasons: one, because it tastes good, and two, because most Americans are cutting back on their drinking."
Short periods without alcohol can serve as effective resets that influence drinking behavior for the rest of the year. Nearly 30% of drinking-age Americans were expected to try Dry January. Best Day Brewing launched as a nonalcoholic beer brand in Sausalito in 2021, inspired by an active outdoor culture. The brand grew rapidly, becoming the third-fastest growth adult beverage, tripling volume and revenue in 18 months, and reaching 90% of Whole Foods locations. Popularity is driven by flavor and a broader trend of Americans cutting back on alcohol rather than total abstention.
Read at www.mercurynews.com
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