One week into Dry January and beer sales have already taken a massive hit during what was already one of the slowest times of year during the post-holiday doldrums. To combat the trend that sees bars dry up and a surge of non-alcoholic options to stem the bleeding there is a new nationwide industry effort and a local Oregonian specific movement as well. Small Brewers national trade group Brewers Association has created the “Pour Love into Local” campaign, and the new Celebrate Oregon Beer organization is pushing “Pub January.”

January has historically been the hardest month of the year for Oregon's breweries and taprooms, and the situation has gotten worse since Dry January has gained steam says Celebrate Oregon Beer director Jeff Alworth. To offer some counter-programing to the growing trend of staying out of the bars this month, they are encouraging people to get out to local spots for #PubJanuary.

This  awareness campaign will let people know how important it is to support local business in the hardest month of the year. Moreover, getting out of the house in January won't just help local breweries, but it will also help Oregonians beat the January blahs. 

• Getting out of the house is important during the winter months when opportunities for activities are fewer. 

• Spending time with people is a great way to avoid the isolation of the dark, cold months. 

• Pubs and breweries have always been places for community gathering, and you’ll find events all month long at them.

• You don’t have to drink alcohol to enjoy a pub, and breweries are happy to support your Dry January goals. 

• Breweries are fun places to gather, and they would love a little more support next month.

Nationally the Brewers Association not-for-profit trade association are inviting beer lovers and non-drinkers alike to visit their taprooms and “Pour Love into Local.” This new collaborative messaging campaign between a coalition of state brewers guilds encourages customers to support local breweries after the holidays. The “Pour Love into Local” initiative highlights how breweries serve as a gathering place to foster connections between people and meet the needs of their communities by serving up diverse, creative, and innovative offerings beyond traditional beers.

The campaign’s advocates are promoting the importance of the social brewery experience during the typically slower winter months and encouraging everyone to continue to gather at and support their local breweries to kick off the New Year and beyond. It’s no longer necessary for Dry January participants to give up their weekends and social lives when local breweries serve as community hubs for gathering with innovative alcohol-free alternatives available for all.

“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 NA creation, or simply a way to support a small business during the slower winter months.”

“We strive to promote a culture of welcoming and inclusivity in our breweries,” said Mary MacDonald, executive director of the Ohio Craft Brewers Association. “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.”

Despite a slight uptick in onsite sales (USD) at small and independent breweries during the first quarter of the year, January through March remain the slowest months, accounting for just 22% of 2023’s annual sales. Compounding this challenge, the American Time Use Survey (Bureau of Labor Statistics) reveals a more than 20% decline in daily socialization time among adults aged 25-54 between 2003 and 2023. This convergence of reduced social activity and seasonal slowness adds to the pressures faced by on-premise businesses.

“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,” said Caroline Wallace, executive director of the Texas Craft Brewers Guild. “With the help of our colleagues at the Brewers Association and other state brewers guilds, we’re helping our member breweries by encouraging people to ‘Pour Love into Local’ by visiting their local breweries to gather and connect with friends, whether they’re observing Dry January or not. This campaign celebrates the craft brewing community’s diversity, creativity, and resilience.”

Breweries interested in joining the campaign can visit the Brewers Association website to download free promotional materials and support. Customers can visit participating breweries to discover their winter offerings and share their favorite experiences on social media with the campaign hashtag.#PourLoveIntoLocal.