FREE DAMM

Customer profiling for this project revealed that the key demographics for alcohol-free beer are male, between the ages of 33 and 44.

Research also suggested that only around 10% of those who consume alcohol-free drinks are tee-total. Of those who did completely abstain, the recurring themes of reasons why were because:

• the hangovers were debilitating
• the anxiety caused by not remembering what they’d said the night before was terrible
• they hating feeling and being sick

Those pain points were addressed in the subhead – No alcohol. No hangover. No regrets.

And to appeal to those who did still drink alcohol, it was important to get across the fact that Free Damm is brewed using the same recipe as one of the most popular lagers in Spain. This was approached via the snippet, asking a question to invite curiosity and learn the answer within.

There are 4 emails in this welcome sequence, the first two of which are below. Each was written to build on the previous email and to drive a different action:

• Email 1: To redeem the voucher.
• Email 2: To follow on Instagram and leave a comment on the linked IG Post ‘Why do you drink AF beer?’
• Email 3: To leave a rating and/or review on the FREE DAMM website. This email would be timed to arrive 10 days after the initial sign-up, giving the customer time to order and try the lager.
• Email 4: To refer a friend.

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EMAIL 1

[SUBJECT] Your £5 off 🍺 code is inside this email…

[SNIPPET] Do you know which of Spain’s most popular beers we brew?

[HEADLINE] FOR MEMORIES AS CRISP AS THE TASTE

[SUBHEAD] …the taste, that is, of a clean, fresh lager with a grainy malt body.
No alcohol. No hangover. No regrets.

[BODY]
Hey (name)

Thanks for signing up to our FREE DAMM brewsletter – your £5 code is here:

234qwer5678yuip£$%^

Just enter the code at checkout and your discount will be applied automatically. It’s valid until you use it, so there’s no real rush. It just depends how long you can wait to drink your FREE DAMM…

If you’re new to FREE DAMM, then allow us to introduce ourselves. We are Damm, a Spanish brewery based in Barcelona, where we’ve been brewing since 1876. If you’ve ever tried Estrella Damm, well, that’s made by us.

Estrella Damm is one of the most popular alcoholic beers in Spain (and the wider Mediterranean area), and FREE DAMM is made using the same ingredients, with the alcohol then removed afterwards. The secret to the new improved taste is that we found a way to add the malty aromas back in at the end…

As such, FREE DAMM is an alcohol-free lager with a real lager taste. We’re very proud of it. And alongside it, we also have a selection of other crafted beverages – why not try a mixed pack?

We offer free shipping on all orders over £50. Give yourself one good reason why you shouldn’t order now and claim your £5 off…?

CTA
[DAMM it! I’m thirsty!]

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EMAIL 2

[SUBJECT] The Top 5 Reasons Why People Choose Alcohol-free Drinks

[SNIPPET] Is yours listed…?

[HEADLINE] WHAT’S YOUR WHY?

[SUBHEAD] See the top 5 reasons why people choose AF (+ find out the rest!)

We made FREE DAMM because we recognise that people don’t always want to drink alcohol. And whenever we ourselves choose to drink alcohol-free beer, we want to feel like we’re not drinking alcohol-free beer.

We want it to taste great, and we want to feel relaxed and be part of any party. That’s why FREE DAMM beers look like real beers, sound like real beers and taste like real beers.

From the branding to the sound when you crack one open, right through to that all-important taste, we wanted to make a truly authentic range of AF beers. 

They’re alcohol-free, but you wouldn’t know it (until you’ve had a few 😆). With FREE DAMM, those who choose to drink alcohol-free beer, for whatever reason, can enjoy all of the authenticity without any of the side effects.

In a recent poll, the top 5 reasons people gave for choosing alcohol-free drinks were:

1. I’m the designated driver. 🚗
2. I want to avoid the hangover! 🤯
3. I quit alcohol. ⛔
4. I HATE feeling and being sick! 🤢
5. I worry that I may say something I shouldn’t 🫢

Is your reason listed? We’d love to know. Find out what others said and let us know your answer in the comments on this Instagram post.

CTA
[TELL US YOUR WHY]

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