In a unique twist for Dry January, Samuel Adams, the flagship brand of the Boston Beer Company, has launched a contest called “Due Date, Brew Date,” specifically targeting expecting couples who are choosing to abstain from alcohol during this period.
The contest aims to reward expecting couples who have decided to forgo alcohol in support of their pregnant partners. Five lucky winners will receive a 40-week supply of Just the Haze, Samuel Adams’ first non-alcoholic beer. To sweeten the deal, the winners will also receive a 6-pack of Samuel Adams Boston Lager to celebrate the end of the journey and the arrival of the new family member.
Lauren Price, Head of Brand at Samuel Adams, stated, “‘Due Date, Brew Date’ is a way for expecting dads and non-carrying mothers to show their appreciation for their partner, without giving up their other great love – beer.”
The announcement of the contest comes as a departure from Samuel Adams’ previous Dry January promotions. In March 2021, the company introduced Just the Haze, its first non-alcoholic beer, encouraging consumers to include it in their routines for an enhanced day and night experience.
To enter the “Due Date, Brew Date” contest, participants need to visit Samuel Adams’ Due Date, Brew Date post on Instagram between January 10 and 22. Entrants can either tag their partner in the comments along with the reason for giving up alcohol until their due date or, if they are the carrying parent, tag their partner with the reason they believe their partner should accept the challenge. Each person is limited to one entry.
Winners will be selected by the Samuel Adams team on January 23 and notified via direct message on Instagram. The five winners will each receive an $850 electronic gift card and $100 to contribute to their baby registry.
Just the Haze, described as a “juicy, hazy, full-bodied IPA you’d never know was non-alcoholic,” has garnered acclaim within the non-alcoholic beer category. The brew offers citrus aromas, along with tropical and stone fruit notes, making it an appealing choice for beer enthusiasts looking for a break from alcoholic beverages.
Having received several awards, including Silver at the World Beer Cup Awards in the previous year, a Gold Medal for Best Non-Alcoholic in America at the Great American Beer Fest in 2022, and Silver at the 2021 World Beer Awards upon its initial release, Just the Haze has proven its popularity and quality.
Available in 6 and 12 packs of 12-ounce cans, Just the Haze caters to consumers seeking a flavorful and satisfying non-alcoholic beer option. Those interested in finding the brew in their area can visit samueladams.com/find-a-sam.
As Samuel Adams breaks new ground with its “Due Date, Brew Date” contest, it aligns with the growing trend of mindful drinking and provides an innovative way to celebrate expectant couples choosing an alcohol-free journey during Dry January.