A campaign to encourage people to try new beers rather than go dry in January has been embraced by bars, pubs, brewers and industry bodies.
After launching on December 26, it has gained support from over 130 breweries, bars and beer festivals as well as SIBA, the Society of Independent Brewers.
As well as encouraging the public to try new beers from local and independent producers and retailers, Tryanuary has linked up with charities to enable businesses to raise funds through special promotions.
The campaign was developed by beer blogger Andy Heggs of www.hoponthebike.co.uk who is also founder and director of digital agency Drumbeat, based in Manchester.
He said: “I decided to launch Tryanuary as the start of the new year is always a challenging time for the beer and brewing industry and many of my acquaintances in this sector had commented that January can really damage their business.
“Naturally, I think less alcohol is consumed during the month as people have spent a lot of time and money partying and socialising over the Christmas break, but why not have January as a month to support independent businesses?
“We are in tough economic times, so supporting those local to you has clear commercial and community benefits. This simple campaign could help keep these fantastic businesses thriving, while encouraging the public to try new beers and raising funds for charities.”
In its first two weeks, it achieved over 1,600 followers on Twitter, 1,500 Facebook fans and recorded over 1,000 images, shares and interactions from individuals, brands and businesses.
Via its website at www.tryanuary.co.uk, it is offering free downloadable posters featuring the #tryanuary logo to be displayed in pubs, bars and shops as well as graphics and banners for websites and blogs.
Bars and pubs supporting the campaign include:
- Brew Cavern in Nottingham
- The Rake in Borough Market, London
- Bier Huis in Ossett, West Yorkshire
- The Artisan in Rawtenstall, Lancashire
- Wigan Central in Wigan, Greater Manchester
- Firebrand Bar in Launceston, Cornwall
- The Fox & Flowerpot in Woking, Surrey
- The Ivy House in Nunhead in south-east London
- Robin Hood & Little John in Arnold, Nottinghamshire
- Anchored in Worthing in West Sussex
- Thornbridge Brewery’s Hallamshire House in Sheffield.
“We’ll monitor the overall success of the campaign next month with a view to running it as a regular event every January,” Andy added.
It has secured offers and discounts coupled with charity donations from Beer Bods and Shelter, Eebria.com and Kidney Research, Yorkshire Ales and Cancer Research as well as the likes of Beer Central and St Luke’s Hospice in Sheffield.
“The charity aspect was a logical one and would encourage both individuals and businesses to get involved,” Andy said. “It makes sense to raise money for good causes while discovering new beers and promoting businesses, brands and products.”
