Launching Years NA Beer With John Mulaney at the Helm

We helped Years NA Beer launch with cultural relevance by unveiling John Mulaney as co-owner and introducing the brand nationally through a new campaign.

Overview

Years NA tapped us to announce John Mulaney as co-owner during Sober October, pairing the news with a new SKU and creative campaign rollout—setting the stage for an ongoing drumbeat of future brand moments.

Our Approach

We anchored the launch in Sober October, using the cultural moment to drive a high-impact media push with a press release, sampling, and interviews with John Mulaney. From there, we kept Years visible in the months that followed by continuing to pitch interviews, listicles, and fresh angles as new creative spots rolled out.

Results

By anchoring Years in culture, we drove coverage across key targets—from Chicago, the brand’s hometown, to trade, business, substacks and podcasts (including key sober stakeholders), and consumer lifestyle media. With 30+ samples in market and hits in Entrepreneur, PEOPLE, and a segment on the TODAY Show, Years now shows up alongside category-defining non-alcoholic brands.