Dry January is a grand idea, for sure, but it can be a bit... dry. It's all too easy to substitute rakes of pints with nothing at all: no drinking, sure, but also no socialising and no fun.
In these times, we're all at home and it's never been easier to avoid the pub (in fact, they're avoiding us...), but as the previous thirty five years of lockdown have taught us, having no pubs has just led to more drinking at home.
Well, So.Beer are here to tell you that Dry January doesn't have to be dry. In fact, they've got a whole gang together to make a rap video to tell you.
They've recruited Evans Junior and Celaviedmai, two of Ireland's best up and coming rappers, as well as social media stars Fabu D and Michael Fry and a raft of dancers to create a hilarious cut, Dry Ass Pinty, in honour of their zero alcohol beer.
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It's not all fun and games as well. Alright, it's mostly fun and games - just watch the video - but there's also a heap of science that suggests that So.Beer does even more for you than just not drinking.
It's got a built-in immune support, with 250mg of beta glucans, B vitamins and minerals that has been proven to boost the immune system and promote good health in over 50 scientific studies.
It'll help your energy levels and lower your stress, too - oh, and it's vegan, low in sugar and only has about 40 calories a can.
That's on top of the obvious benefits of taking a month off the Professor Frink, which pretty much any doctor, plus the best doctor of all, yer aul Ma, will tell you is a good idea.
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So.Beer is brand new to Ireland and one of the CEOs, Catherina Butler, was delighted to launch it here through their music video.
"In creating the DAP video, we wanted to showcase the best in young Irish rap and dance talent," she said. Taking inspiration from one of the most well-known rap tracks of 2020, we want DAP to be an anthem for health and wellness in 2021!'
"The DAP message is what we all need to hear in Ireland this January. Lots of us overdo it during Christmas, and especially with the challenges that we faced in 2020, a Dry January is more important than ever!"
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Butler also added, "It's important to kick start the year in a healthy way and So.Beer offers a delicious, healthy alternative to alcohol that can support your Dry January efforts and indeed enjoy throughout the year''.
If you fancy kick starting your year with So.Beer, you can use the code DAP20 for 20% off your order by clicking right here.
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Topics: Ireland, Beer, Healthy