BrewDog is launching new alcohol free cans of Punk IPA to promote its award-winning positive mental health campaign, with the hashtag #IAMWHOLE.
The UK brewer’s limited edition 4-packs (330ml) are hitting stores this month ahead of Dry January.
A donation from sales will go towards supporting the mental health campaign, which is an initiative aimed at young people encouraging them to speak out, seek help and get support.
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The launch will be driven via a wide-spread marketing strategy from BrewDog in January, which will see the brand launch a guerrilla-style digital awareness campaign, encouraging people to think about why mental health openness is still such a taboo for men in particular, and to get them talking.
“January can be difficult for many and a time when we need to look after our mental and physical health. That’s why we are teaming up with #IAMWHOLE for the second year and this time we are promoting it on-pack,” head of customer marketing at BrewDog PLC, Alex Dullard said.
“We advocate alcohol consumption in moderation, and there are many reasons shoppers decide to look for alternatives, mental well-being one of those.”
He emphasises that it is vital that these options are available on-shelf, without customers having to compromise on taste and quality.
Dullard added: “We pride ourselves on offering a full-flavoured alcohol free option with Punk IPA, and with investment into driving awareness, we urge retailers to ensure they have the limited-edition packs on-shelf in time for Dry January.”
The news comes as BrewDog loses its status as a B Corp company less than two years after joining the scheme after a BBC documentary and an open letter from workers alleging a ‘culture of fear’.
