Heineken Creates a 31-Pack of Non-Alcoholic Beer for Dry January

The limited-edition packs are available for free beginning Dec. 27

the heineken dry pack
The January Dry Pack has 31 cans for each day of the month. Heineken

January tends to be a popular month for people to swear off alcohol, and Heineken wants to give consumers a booze-free alternative.

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.