The Brief

Heineken's been leading the charge in terms of normalising low and no alcohol beer in the UK over the past few years, and Dry January provided the perfect platform for us to continue our good work. We cut through and won Dry January 2023 with a playful creative execution.

The Big Idea

Starting with the great British pub, and considering the brilliant food you can get in so many of them these days, we got to thinking about drinks to accompany meals.

Sommeliers are well established, experts who advise which wines go with which foods. But what about if you're not drinking alcohol but still want to go to the pub in January and enjoy a great meal?

Enter 'The Nommeliers', aka the first alcohol free sommeliers, aka the Thinking Drinkers – Ben McFarland and Tom Sandham.

We worked with the boys to develop the world's first No & Low flight menus, two bespoke three-course feasts with each course paired with a complementary non-alcoholic drink.

The campaign cleaned up press wise – and thanks to a series of sell-out tasting events in London and Edinburgh, it went down a storm with press, influencers, policy makers and the public too.