BrewDog is launching limited-edition four-packs of Punk IPA Alcohol Free 330ml as part of a campaign promoting positive mental health during Dry January.
The supplier’s second partnership with the campaign #IAMWHOLE sees a donation from the sales of the packs go towards the campaign.
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Alex Dullard, head of customer marketing at BrewDog, said: “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. The campaign does great work at breaking down the taboos around mental health and we’re really thrilled to be able to help spread the word.
“We advocate alcohol consumption in moderation, and there are many reasons shoppers decide to look for alternatives, mental wellbeing one of those. It’s vital that these options are available on-shelf, without customers having to compromise on taste and quality. 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.”
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