Britain’s leading retailer for non-alcohol drinks, ‘The Dry Drinker’ has this week launched its long awaited advent calendar. Now available for customers to pre-order ahead of the festive season. The Dry Drinker experienced unprecedented demand in the run up to Christmas last year and was increasingly asked by customers to produce an advent calendar
While the Dry Drinker site has experienced high cyclical demand in the past, owner Stuart Elkington feels like he is at the coal face of what appears to be the most significant mega- trend to hit the drinks world since, well, craft gin?
Low and no (as it’s affectionately being called) alcohol alternatives now make up 1.3% of the total beverage alcohol market in the UK. And while, in some segments of the market, this is driven by short periods of abstinence (Dry January/Stoptober), millennials are consistently seeking greater choice in the low alcohol space and, increasingly, the health conscious older generations are also getting in on the act.
“Advent calendars are an undeniable part of the fun of Christmas and each year I get asked if I’m doing one, so this year I did! The UK loves a drink and advent calendars have jumped on this trend understandably. However, there’s such an appetite now for alcohol-free and people wanting to be part of Christmas festivities but without having to resort to booze – especially so early in the month!” says owner, Stuart.
“If you’ve given up drinking or cutting down, Christmas can be a difficult time and I have always been of the opinion that if there’s good quality alternatives in place, giving up or cutting down on booze becomes much less of a problem. The Alcohol Free scene has seen an unbelievable amount of innovation and I love the idea of bringing a really fun, advent calendar into the mix – first of its kind!” Stuart adds.
Dry Drinker’s advent calendar will consist of 12 bottles and 12 cans of surprise beers all especially chosen for their quality and great flavour. A Dry Drinker glass will be hidden in there too for the customer to enjoy their 24 beers.
Customers can get ahead of the curve and reserve now (£10) for delivery in November and follow the festive hashtag #<]:{DRYDRINKER
For a surprise beer every day in the countdown to Christmas to enjoy with a free branded glass.
It could be a warming stout, a robust craft beer, or a lively lager… Yule have to wait and see. They’ll all be different, alcohol free and delicious!
Customers can guarantee their calendar by reserving now for £10 and paying £44.99 balance on dispatch – (Total price £54.99. Includes delivery).
ENDS
For further information, please contact The Belleville Collective:
Fiona May fiona@thebellevillecollective.com
Notes to Editors:
Dry Drinker was created in 2015 by entrepreneur Stuart Elkington. Stuart, on seeing the lack of attention given to the Alcohol Free sector and tasting some terrible alternatives, set out to build a platform that was as functional as an online wine and spirits site but dealt only with quality
non-alcoholic drinks. Over the last three years, Dry Drinker has built up a loyal and trusted following that continues to rave about the offering through excellent reviews and in turn, have become Dry Drinker’s unofficial ambassadors.
Dry Drinker has over 200 products in its offering including 100 beers and 60 wines and sparkling wines. Placing an order is a simple process with delivery arriving the next day if the order is placed before 4pm. For first time customers a 10% discount can be applied to the order.