For Immediate Release
Media Contact:
Jessie Vandenhouten (on behalf of the Brewers Association)
Jessie.Vandenhouten@backbone.media
970.963.4873 ext. 1220
Pour Love into Local: New Campaign Encourages Brewery Visits During Dry January and Beyond
Boulder, Colo. (January 2, 2025) —This winter, breweries across the country are inviting beer lovers and non-drinkers alike to visit their taprooms and “Pour Love into Local.” This new collaborative messaging campaign developed by the Brewers Association—the not-for-profit trade association dedicated to small and independent American craft brewers—and a coalition of state brewers guilds encourages customers to support local breweries after the holidays, a historically slow period for business. The “Pour Love into Local” 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.
The campaign’s advocates are promoting the importance of the social brewery experience during the typically slower winter months and encouraging everyone to continue to gather at and support their local breweries to kick off the New Year and beyond. It’s no longer necessary for Dry January participants to give up their weekends and social lives when local breweries serve as community hubs for gathering with innovative alcohol-free alternatives available for all.
“Breweries are more than just places to grab a pint—they’re hubs of creativity and community,” said Ann Obenchain, vice president of marketing & 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 NA creation, or simply a way to support a small business during the slower winter months.”
“We strive to promote a culture of welcoming and inclusivity in our breweries,” said Mary MacDonald, executive director of the Ohio Craft Brewers Association. “For Dry January, that means meeting people where they are, honoring their choices and inviting them to ‘Pour Love into Local,’ no matter what beverages are in their hands.”
Despite a slight uptick in onsite sales (USD) at small and independent breweries during Q1, January through March remain the slowest months, accounting for just 22% of 2023’s annual sales. Compounding this challenge, the American Time Use Survey (BLS) reveals a more than 20% decline in daily socialization 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
“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,” said Caroline Wallace, executive director of the Texas Craft Brewers Guild. “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.”
Breweries interested in joining the campaign can visit the Brewers Association website to download free promotional materials and support. Customers can visit participating breweries to discover their winter offerings and share their favorite experiences on social media with the campaign hashtag.
For more information about the Pour Love into Local campaign, visit BrewersAssociation.org or follow #PourLoveIntoLocal.
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About the Brewers Association
The Brewers Association (BA) is a not-for-profit trade association dedicated to small and independent American brewers, their beers, and the community of brewing enthusiasts. The BA represents 5,600-plus U.S. breweries and more than 27,000 homebrewers. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers. The BA organizes events, including the World Beer Cup®, Great American Beer Festival®, Craft Brewers Conference™ & BrewExpo America®, Homebrew Con™, National Homebrew Competition, and American Craft Beer Week®. The BA publishes The New Brewer® and Zymurgy® magazines, and Brewers Publications® is the leading publisher of brewing literature in the U.S. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com® and about homebrewing via the BA’s American Homebrewers Association®. Follow us on Facebook, Twitter and Instagram.
The Brewers Association is an equal opportunity employer and does not discriminate on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, or marital/familial status. The BA complies with provisions of Executive Order 13672 and the rules, regulations, and relevant orders of the Secretary of Labor.