The alcohol-free brewer is challenging consumers to go big on a Sunday with a series of fun-filled activities, all while keeping a clear head for the week ahead
- Nearly half (45%) of Brits admit to getting the Sunday Scaries in the last 12 months – anticipatory anxiety about their upcoming week
- Monday fear keeps nearly a quarter (24%) of Brits from making the most of their Sundays
- Nearly half (42%) of Brits have cancelled Sunday plans in the last 12 months to avoid feeling less productive the following week
As the country opens up and many more return to work, leading alcohol-free brewer Big Drop is inspiring Brits to make the most of their weekends with the launch of Big Sundays.
The new campaign encourages Brits to banish the ‘Sunday Scaries’ and reclaim the day, by taking on fun-filled challenges like hosting a karaoke night, creating a makeshift garden pub and organising a scenic evening cycle with friends.
The campaign comes off the back of new research conducted by Big Drop, suggesting nearly half (45%) of Brits suffer from the Sunday Scaries: anticipatory anxiety about the upcoming week, particularly in response to the idea of returning to work. This feeling, often increased after alcohol consumption, can prevent people from being adventurous on a Sunday and enjoying their weekend to the full. In the same survey, almost a quarter (24%) of Brits admitted the feeling keeps them from making the most of their Sundays.
Big Drop’s Big Sundays challenges – housed on the Big Drop website – have been designed to give Brits the opportunity to have fun, experience more and live big on a Sunday. Every Monday lunchtime, a new challenge for the upcoming Sunday will be announced with details of how to get involved. Consumers looking to take part can use the promo code BIGDROPSUNDAY from Monday – Wednesday, to purchase discounted Big Drop beers on the brewer’s website. These beers will arrive in time for the following Sunday, to be enjoyed whilst taking on the challenges.
Big Drop’s Big Sundays challenges have been devised in response to additional research from the alcohol-free brewer, highlighting the activities that those prone to ‘Monday fear’ would most like to do on a Sunday if that fear wasn’t an issue.
These activities included hosting a Sunday night feast for friends and family (39%), hosting a games night (33%) and doing something with the last hour of Sunday light to make the most of the weekend (47%). Further Big Sundays challenges include learning to skateboard or roller skate in the park, and going for a sunset wild swim.
The Big Sundays campaign comes at an exciting time for the non-alcoholic sector, with the new research from Big Drop suggesting that the UK’s attitudes towards adopting alcohol-free alternatives have shifted dramatically in the last year as a result of the pandemic. Over a quarter (26%) of Brits now do more social activities that don’t involve alcohol, and almost a third (30%) think it is more socially acceptable not to have an alcoholic drink in a social environment. Further to this, almost a fifth (18%) of Brits have tried a non-alcoholic alternative for the first time since the pandemic began, and over a quarter (26%) are seeking better non-alcoholic alternatives to craft beer.
Rob Fink, Co-Founder of Big Drop Brewing Co., said of the findings:
“When we started Big Drop, our aim was to create great-tasting alcohol-free beer that would enable people to go big on life and to experience more, and hangover-free. That’s why we’re so excited to launch our Big Sundays campaign. The Sunday Scaries are clearly something that many, many people in the UK struggle with, so it’s great to be able to encourage people to banish the feeling and reclaim their weekends”.
Big Drop will also be partnering with pioneering grocery delivery app Getir throughout the summer, with dedicated Big Sundays promotions. These will allow participants to get their Big Drop beers within minutes of ordering, allowing them to live big on a Sunday at a click of a button. Elsewhere, Big Drop will be partnering with Vodafone Rewards for the campaign.
Big Drop Brewing Co launched in 2016, on a mission to make beers that are big on flavour and personality, but never more than 0.5% ABV. Determined to inject some much-needed positivity into the alcohol-free sector, the brewer’s manifesto is to forget ‘Low and No’, and instead cater to those who love to say ‘Yes’, and who go ‘Big’ on life. The brewer’s Big Sundays campaign is a continuation of this idea – designed to help Brits make the most of their weekends and go ‘big’ everyday of the week.
Big Drop’s full product range is featured in the Big Sundays campaign, including the new drops Tailwind IPA – which is in collaboration with Paria Cycling Clothing – and Coba Maya Cerveza. The brewer has more innovative products set to be released during the campaign.
Big Drop’s Big Sundays campaign launches on 28th June, with challenges housed on the Big Drop website. For more information, visit bigdropbrew.com/bigsundays.
1 Research conducted by Censuswide between 12.02.2021 and 14.02.2021. The survey reached 2,017 UK adults (aged 18+) and was conducted as Nationally representative for gender, age, and region. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.
About Big Drop Brewing Co: Big Drop was launched in 2016 as the world’s first brewer dedicated to alcohol-free beer by City lawyer, Rob Fink and long-time friend James Kindred. Both had recently become fathers and were looking to cut back on the booze but could not find any decent alternatives to their favourite craft beers. It has since won 60 international beer awards, including four times ‘World’s Best’ at the World Beer Awards and beating full-strength rivals in blind-tastings on a number of occasions. Big Drop contract brews in batches through a network of brewing partners worldwide, meaning it can produce fresh beer – locally and ethically – with a minimal carbon footprint. Recognised as the market leader in the rapidly growing AF craft beer sector, Big Drop can now be found in over 10,000 locations – including throughout Europe, Australia, Canada and the US. In the UK, Big Drop has listings with major pub groups (eg Mitchells & Butlers), restaurant chains (eg Nando’s) and retailers (eg Sainsbury’s, Waitrose, Morrisons and Ocado) as well as on the High Street with Holland & Barrett and on doorsteps with Milk & More. Its range of beers, which are all <0.5% abv, currently consists of: Stout, Lager, Pale Ale, IPA, Brown Ale, Golden Ale, Hazelnut Porter and a Sour as well as special editions and collaborations with other leading brewers. For more information about Big Drop’s beers, tasting notes and availability, visit www.bigdropbrew.com.
Press release from Full Fat on behalf of Big Drop Brew Co
For further Information please email Full Fat: George Wilde + 44 7562 244484