BUFFALO, N.Y., Dec. 3, 2020 /PRNewswire/ -- Enjoy your beer
and get up bright and early the following day! Labatt is
introducing a new way of thinking about drinking. The brand has
launched an online campaign that suggests swapping out a couple
beers with Labatt NA (non-alcoholic) beer, while enjoying the
holidays.
The campaign called 'Swap Out Six' will launch on social media
channels in early December and last until the end of January.
Non-alcoholic beer has most typically been associated with
abstaining from alcohol. Now, Labatt is aiming to transform how
people think about non-alcoholic beer and encouraging people to
drink it along with regular beer when they're celebrating. The move
follows a trend toward more moderate drinking, led by Millennials
and 21+ Gen Z consumers who seek a fun and balanced lifestyle.
"You don't have to choose to drink or not drink. You can enjoy
beer and mix in non-alcoholic beer to better manage your alcohol
intake," said Janine Schoos, brand
director for Labatt. "We're calling Labatt NA: The Official Beer of
Tomorrow, because replacing a couple alcoholic drinks with a
non-alcoholic option can make the next day better."
With less than 0.5% alcohol by volume and only 72 calories,
Labatt NA offers an alternative for people who like the great taste
of a pilsener but want to also manage how much alcohol they
drink.
"You can drink great tasting beer all night when you switch it
up and include Labatt NA. Whether you want to cut down on calories
or limit alcohol consumption, swapping out one or two drinks a
night with a Labatt NA will help you drink responsibly, while still
getting the same quality and taste of a Labatt Blue beer," said
Schoos.
The initiative follows trends in alcohol consumption,
particularly among Millennials and 21+ Gen Z, and promotes
moderation during a season where indulgences are often top of
mind.
According to a study by Berenberg, 64% of Gen Z respondents said
that they expected to drink alcohol less frequently when they grew
older than today's older generations do. Another study done by
Nielsen found that just over half of Millennials said they consumed
alcohol in the past month, compared with 65% of Gen Xers (aged 35
to 54) and 72% of Boomers (aged 55+). And a study by Red Brick Road
shows that 86% of Gen Z believe mental health is just as an
important consideration as their physical health when considering
drinking.
"We know that the new generation of drinkers is mindful and
carefully considering how alcohol fits into their healthy
lifestyles," said Schoos. "As a beer brand, it's important for us
to offer a delicious non-alcoholic option, especially during the
holidays when drinking occasions are plentiful. People should also
be sure to drink plenty of water and have healthy snacking options
available."
To find Labatt NA near you and swap out six this holiday season,
visit www.labattusa.com/finder.
About Labatt USA
Proudly based in Buffalo, New York, Labatt USA produces, imports and markets a wide
portfolio of refreshing alcoholic beverages exclusively in the U.S.
Labatt USA has imported America's
top selling Canadian beers since 1951 and is best known for its
pristine pilseners: Labatt Blue and Labatt Blue Light. Labatt has
since expanded its line to include refreshing seltzers and flavors
developed by top industry taste experts at Labatt's parent-company.
Labatt Blue Light Seltzer offers a triple-filtered malt base with
unique fruit fusions. Labatt Blue Light Flavors offer refreshing
beer with a burst of citrus flavors.
For more information, visit
www.LabattUSA.com.
Stay connected with Labatt on Instagram, Twitter
and Facebook: @LabattUSA.
Always enjoy responsibly.
Media Contact:
Lauren Christopher
(716) 796-5940
Lauren.Christopher@fifco.com
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SOURCE Labatt Blue
