Crossip launches low-ABV campaignBy Georgie Collins
Non-alcoholic ‘spirits’ brand Crossip has unveiled its Defy January campaign in a bid to ‘unlock the potential’ of low-alcohol drinks in the on-trade.
Launching on 1 January 2023, the campaign transitions away from the traditional sober narrative usually associated with the month, and instead focuses on low-ABV options in order to show consumers that there is a choice that goes beyond teetotal or ‘normal’ alcohol consumption in January.
The brand claims that nearly half of UK bartenders say Dry January leads to a negative impact in footfall and revenue in their venues. Crossip therefore hopes this campaign will support the on-trade in January.
Crossip founder Carl Anthony Brown commented: “Supporting bars and restaurants in the on-trade has always been close to my heart and is truly one of the cornerstones of the Crossip story.
“All too often, when someone mentions no-and-low, they’re referring to zero-ABV. Low-alcohol ends up either an after-thought or lost altogether.
“Similarly, when someone looks to experiment with a non-alcoholic ‘spirit’, their knee-jerk reaction is to make a zero ABV serve. Crossip’s versatility allows that bartender or consumer to expand their creativity across both no and low serves.”
The centrepiece of the Defy January campaign is Crossip’s interactive digital ‘advent calendar’, which offers a daily video that showcases a low-alcohol recipe, created and presented by bartenders and other industry figures.
Anthony Brown added: “It’s been amazing to see so many bartenders embrace the low-alcohol concept, experimenting with both the bold flavour profiles and unique properties of Crossip to create their Defy January recipes.”
In the Leading the Way in No/Low Spirits report, published by CGA by Nielsen IQ and Crossip last week, it was found that 88% of bartenders believe it is important to offer moderated low-alcohol drinks in order to aid the growth of the non-alcoholic category.
Low-alcohol is defined as serves that sit between 0.05% ABV and 1.2% ABV, however Crossip believes the spectrum of this category is ‘far wider’.
The Defy January campaign hopes to encourage ‘lower ABV’ versions of classic serves that typically sit at 30% ABV, such as Martinis and Cosmopolitans, with alternatives that sit at the 4% ABV mark.
To celebrate the campaign, Crossip has partnered with spirits, bar and drinkware site Drinks Distilled, and east London cocktail bar Seed Library.
From 11-31 January, Seed Library will offer a limited edition moderation menu and low-ABV cocktail set, which Crossip hopes will educate drinkers on lower ABV cocktails, and inspire read-round moderation.
The Crossip Defy January calendar asset will be available from 1 January 2023 via www.crossipdrinks.com/pages/