Partake Brewing, a category leader in the non-alcoholic beer space, is challenging society’s perception of non-alcoholic brews – poor quality, no flavor but loaded with calories and carbs – with the launch of its new Cheers to Adulting brand campaign.
Cheers to Adulting was developed in partnership with newly appointed creative agency of record lg2, and positions Partake as the ‘official beer of adulting.’ Through this brand platform, Partake aims to prove that adulting isn’t about being a straight-edged, naysaying, party pooper. It’s about connecting with others and being a part of the fun while still taking pride in evolving interests and priorities that come in this stage of life.
“Part of my mission with Partake has been to make non-alcoholic consumption not only commonplace in social settings, but always inclusive and fun without question,” said Ted Fleming, founder/CEO, Partake Brewing. “Through Cheers to Adulting, we’re showing people that they don’t have to apologize for who they are or where they are in life. We’re empowering them to reach for a great-tasting, low calorie, non-alcoholic beer and to feel proud about their drinking choice whether they choose to cut back or to not drink alcohol at all.”
“Traditionally, if you reach for a non-alcoholic beer, you’d be questioned by friends or feel awkward in a social setting. But the Cheers to Adulting platform challenges that stigma,” said Chris Hirsch, Partner & Executive Creative Director at lg2. “We want to turn the idea of being responsible into a badge of honor. It’s ok to be just as excited about that 7am tee time as you are about the Friday night before it. We’re excited to partner with Partake, one of the fastest growing companies in the North American non-alcoholic beer category and support their growth ambitions.”
Health-consciousness is on the rise, and the “sober-curious” trend has helped the NA beer market grow. According to a 2021 report by Goldman Sachs analyst, Bonnie Herzog, no- and low-alcohol offerings are estimated to grow by 25% CAGR (compound annual growth rate) and reach $3 billion in total retail sales by 2025. Partake Brewing has already seen rapid expansion since it launched, with a three-year growth of 2,112%.
The brand campaign will be driven by digital and social media content including a series of humorous and relatable videos that will run in a robust media buy across multiple platforms throughout the United States and Canada. The brand platform takes a playful look at adults who do not have to worry about making compromises with alcohol in order to successfully “adult” and shows how Partake opens up new possibilities in the way they can enjoy beer.
Partake is available in Arizona, Maine, Massachusetts, North Carolina, Oregon, Rhode Island, Washington, Southern California, Colorado, Connecticut, Eastern Pennsylvania, Maryland, Michigan, New Hampshire, New Jersey, Nevada, Texas, Virginia, Washington D.C. and nationally online.