With many breweries across the United States of America facing a historically slow period for business with winter and Dry January the Brewers Association (BA) has developed a new campaign inviting beer lovers, and non-drinkers, to ‘Pour Love in Local’.
The initiative highlights how breweries serve as a gathering place to foster connections between people and meet the needs of their communities by serving up diverse, creative, and innovative offerings beyond traditional beers.
‘Pour Love into Local’ highlights the importance of the social brewery experience during the typically slower winter months and encourages everyone to continue to gather at and support their local breweries to kick off the New Year and beyond.
“Breweries are more than just places to grab a pint — they’re hubs of creativity and community,” said Ann Obenchain, Vice President of Marketing and Communications at the Brewers Association.
“With ‘Pour Love into Local,’ we’re encouraging everyone to explore what their local brewery has to offer, whether it’s a warm space to gather with friends, a chance to try a new [non-alcoholic] creation, or simply a way to support a small business during the slower winter months.
The BA said that January through March remain the slowest months, accounting for just 22 per cent of annual sales in 2023. Compounding this challenge, the American Time Use Survey (Bureau of Labor Statistics) reveals a more than 20 per cent decline in daily socialisation time among adults aged 25-54 between 2003 and 2023. This convergence of reduced social activity and seasonal slowness adds to the pressures faced by on-premise businesses.
Mary MacDonald, Executive Director of the Ohio Craft Brewers Association, said: “We strive to promote a culture of welcoming and inclusivity in our breweries. For Dry January, that means meeting people where they are, honouring their choices and inviting them to ‘Pour Love into Local,’ no matter what beverages are in their hands.”
Caroline Wallace, Executive Director of the Texas Craft Brewers Guild added: “It’s a very difficult time for small businesses, especially in the beverage and hospitality sector, and it historically gets worse in January and February.
“With the help of our colleagues at the Brewers Association and other state brewers guilds, we’re helping our member breweries by encouraging people to ‘Pour Love into Local’ by visiting their local breweries to gather and connect with friends, whether they’re observing Dry January or not.
“This campaign celebrates the craft brewing community’s diversity, creativity, and resilience.”
With many breweries across Australia facing challenging headwinds that have seen a number of them going into voluntary administration, a positive initiative like ‘Pour Love into Local’ is a great way to remind people that breweries are a great place to socialise. And with many non-alcoholic beers available, as well as other non-alcoholic beverages, breweries are a great place to visit for those taking part in Dry January or those simply looking to kick the new year off with a health kick.
Being social and enjoying time with friends is a hugely important part of overall health as well, so why not encourage your locals to pour some love into your brewery.