Over the past few years, the introduction of low or non-alcoholic beers has been introduced into the industry. As wellness trends continue to grow and customers have more interest in these products, some companies are jumping on the trend.

Minneapolis-based brewing company, Hairless Dog Brewing Co. took dry January into their hands as an ideal way to sell its NA beer brands like Black Ale and Citra Lager by offering its customers a Dry January Survival Kit.

Each kit is $50US and includes:

• Three 6-packs (one each NA IPA, Black Ale, and Citra Lager)
• Two Hairless Dog branded beer can koozies
• One Hairless Dog branded flagship tee shirt.

“The COVID-19 pandemic has forced a lot of people to reevaluate their alcohol intake. Once we can return to in-person gatherings, Hairless Dog will transition perfectly as consumers prioritize mindful hosting and sociability among friends and family members,” said Hairless Dog COO and co-founder Paul Pirner.

According to the press release, consumers who want to avoid alcohol without compromising flavor seek out nonalcoholic beers, but some brews contain as much as 0.5% alcohol. Unlike category competitors who brew their NA beers with alcohol and then boil it off (a process which leaves some alcohol behind but also changes the flavor of the beer in the process), Hairless Dog Brewing Company invented an innovative brewing process in which alcohol is never introduced, making them the first 0.0% ABV craft NA beer in the county.