As winter sets in and the month-long Dry January sees many people cutting back on alcohol, U.S. breweries are facing a historically slow business period. In response, the Brewers Association (BA) has launched a new initiative aimed at encouraging beer lovers—and non-drinkers alike—to “Pour Love into Local.”
The campaign underscores the vital role local breweries play as community hubs, offering not just beer but a welcoming space for socializing, creativity, and connection. With an emphasis on supporting local businesses during the typically slow winter months, the initiative invites everyone to visit their neighborhood breweries to experience the range of offerings available, from innovative craft brews to non-alcoholic beverages.
“Breweries are more than just places to grab a pint—they’re hubs of creativity and community,” said Ann Obenchain, Vice President of Marketing and 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 non-alcoholic creation, or simply a way to support a small business during the slower winter months.”
The winter season, typically from January to March, remains the most sluggish period for breweries, with 2023 data showing that these months accounted for just 22 percent of annual sales. Additionally, a 20 percent decline in socialization time among adults aged 25 to 54 over the past two decades, according to the American Time Use Survey, has further compounded the challenge for on-premise businesses like breweries.
Mary MacDonald, Executive Director of the Ohio Craft Brewers Association, noted that the campaign also aims to foster inclusivity during Dry January. “We strive to promote a culture of welcoming and inclusivity in our breweries. 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.”
Caroline Wallace, Executive Director of the Texas Craft Brewers Guild, echoed these sentiments, emphasizing the struggles of small businesses in the beverage and hospitality sectors. “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,” she said. “With the help of our colleagues at the Brewers Association and other state brewers guilds, we’re encouraging people to visit their local breweries to gather and connect with friends, whether they’re observing Dry January or not.”
In addition to the U.S., breweries in Australia are also feeling the effects of difficult market conditions, with some going into voluntary administration. In light of this, the “Pour Love into Local” campaign serves as a timely reminder of the importance of supporting local breweries as community spaces. Many breweries offer a variety of non-alcoholic options, providing an inclusive atmosphere for those participating in Dry January or simply seeking healthier alternatives to start the year.
Promoting social connections and spending quality time with friends is also an essential component of overall well-being, making local breweries a valuable part of community life. As the campaign urges, why not support your local brewery and pour some love into your community this winter season?
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