We kicked off Sober October by announcing Years NA Beer’s new co-owner: John Mulaney
Years needed to launch a new SKU and prove it could hang with category-defining non-alcoholic brands. Sober October was the moment to make it happen.
Overview
What if the best spokesperson for a non-alcoholic beer was one of comedy's most famous sober voices?
Our approach
We anchored the announcement of John Mulaney as co-owner in Sober October with a press release, sampling, and interviews, then kept Years in the conversation with ongoing outreach from listicles to fresh angles as new creative rolled out.
The 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.
