It’s Quitter’s Day: The New Year’s Resolution You Definitely Won’t Fail

The second Friday is January is often described as Quitter’s Day; with new data revealing 28% of us ditch resolutions in the first few weeks of the year.

This year, award-winning beer brand Mash Gang is on the hunt to support people with what is possibly the easiest New Year’s resolution ever; drink more beer.

As part of its playful New Beers Resolution campaign, the brand is asking people to ditch dry January and have a wet one instead, and to help, it’s offering 100 lucky people free beer if they sign up.

Don’t worry, you’ll still stay on track if you’re looking to cut down or give up the booze in Jan, as the brand happens to be alcohol-free – Mash Gang uniquely has all the depth, complexity and flavour of a full-strength beer, so no one will feel like they’re missing out.

The campaign comes off the back of new insight from Mash Gang, which found January is one of the loneliest months of the year, with 60% of people in the UK claiming it to be the ‘toughest’ month. It’s a time when well-meaning resolutions tend to unravel fast, with new data also revealing:

• 59% of people find New Year’s resolutions unrealistic or too demanding
• 29% admit they’ve lied about sticking to a resolution (rising to 43% among 18–24 year olds)

When it comes to drinking habits specifically, the pressure ramps up even further. While 39% of people want to cut down on alcohol (rising to 61% among 25–34 year olds), 26% say a lack of motivation stops them sticking to drink-related resolutions.

Social moments remain the biggest hurdle, with 25% finding a night out with friends the hardest situation to go alcohol-free.

Commenting on the benefits of socialising without alcohol, or with a reduced alcohol intake, Dr Aaron Brown, NHS GP and Managing Director at Clean Slate Clinic, said: “Alcohol can sometimes become the default route to relaxation or connection. Reducing alcohol intake gives people a chance to reset and find that food, music, conversation or shared activities can be just as enjoyable, even more so, when sober.

“You’d be surprised how many people won’t think twice about whether you’re drinking or not. It’s a worry that’s usually louder in the person’s mind than it is in reality. Some people get comfort from holding a non-alcoholic drink as it’s difficult for others to then ‘notice’. Quality alcohol-free beers and spirits play a real role; they let people stay part of the social ritual while building new neural links between relaxation, reward and sobriety and we’re lucky that there’s loads of great options these days for tasty non-alcohol drinks.”

He goes on to talk about the health benefits moderating your alcohol intake can have; “within a few days of cutting out alcohol, sleep becomes deeper and energy levels lift. At home, work and socially, people can feel more fully present in their lives and able to remember these good moments. Even just a month off gives your liver and brain chemistry valuable recovery time.”

As a brand that started as an antidote to lockdown loneliness in 2020, Mash Gang’s ethos is all about community and coming together over great beer.

Jordan Childs, co-founder and chief product officer at Mash Gang commented on the campaign:

“Every year, people enter into January with a sense of trepidation, and with a real, often self-inflicted pressure, to give up all the pleasures in life. We thought it was about time people were encouraged to start a resolution that brings genuine joy to an otherwise bleak month. We want to fuel moments of social connection, and in doing so promote mental health and wellbeing, in a month where loneliness is typically at its peak.”

To bring the New Beers Resolution to life, Mash Gang will be hitting the streets of Leeds, Manchester and Brighton throughout January, handing out free beer and giving people the chance to win prizes, proving that January doesn’t have to be dull, dry or done alone.

If you want to be one of the lucky 100 to grab a free four pack of Mash Gang, head to the sign up page here and get them before they’re all gone.