Hop Wtr is… hypnotizing its consumers?
Hop Wtr, a brand known for its hop-infused sparkling water, is taking an unconventional approach to support consumers during Dry January. In a unique marketing move, the company has hired a hypnotist to help people stay committed to their booze-free resolutions. This initiative aligns with the brand’s mission to offer enjoyable non-alc options while promoting healthier lifestyle choices.
The hypnotist, part of a broader campaign by Hop Wtr, aims to reinforce the resolve of those participating in Dry January: “Last year one in five adults participated in Dry January, but not all completed the month-long challenge. That’s why this year, we’re helping you take on Dry January and implement healthier habits by enlisting the help of a professional hypnotist.”
Source: BevNet
BrewDog partners with Sunnyside for Dry(ish) January
BrewDog, a leading global craft brewer, has partnered with Sunnyside, the mindful drinking app, to launch a non-alc IPA. The “Bright AF” IPA is designed to complement Sunnyside’s Dry(ish) January Challenge, which encourages participants to set modified drinking goals rather than completely abstaining from alcohol. This collaboration aims to support those looking to start the new year with a more intentional approach to drinking.
The collaboration beer will be for sale via BrewDog’s website and featured as a part of the January/February subscription box from BrewDog’s Non-Alcoholic Beer Club, a member-based subscription service.
Source: Sunnyside
Kratom is on the rise—but isn’t without risks
Kratom, a plant-based substance native to Southeast Asia, is gaining traction in the United States as an alcohol alternative offering a unique buzz. It’s often found in specialized bars alongside kava, another plant-based drink, but unlike kava, kratom has addictive, opioid-like properties. So, its increasing popularity is accompanied by significant concerns over its addictive potential and health risks.
The regulatory landscape for kratom remains complex and varied. While some states are attempting to regulate its use, there has been little federal action. The US Food and Drug Administration warns against using kratom, and the US Drug Enforcement Administration lists it as a “drug of concern.” Despite these warnings, kratom continues to be a popular choice for those seeking an alcohol alternative, leading to a growing number of poison control calls related to its use. As the debate over kratom’s risks and benefits continues, its role in the evolving landscape of alternative beverages remains a topic of keen interest and concern.
Source: Bloomberg
Get the latest industry developments in your inbox. Subscribe to The Navigator, our weekly newsletter tailored for non-alc brand founders and operators.
