Budweiser kicks off Dry January initiative with footballer support

The initiative aims to help consumers use Dry January as a “springboard to focus on their health, wellbeing and personal ambitions for the year ahead with fewer distractions – starting 2021 the way they mean to go on”.

The company said research reveals that a record number of people are planning on taking part in Dry January – one in five people (205) who drink alcohol.

The initiative is being supported by Liverpool FC campaign and England vice-captain Jordan Henderson, as well as other current and former international sports personalities such as professional golfer Kevin Kisner, former ice hockey player Paul Bissonnette, and Dwyane Wade, retired 13-time NBA All-Star and co-founder of the Budweiser Zero brand.

Shoppers can sign up to #TeamZero by visiting jointeamzero.com, giving them access to exclusive discounts, merchandise and prizes, including tickets to England home games and signed England shirts – all while “committing to their ambitions and seeing others’ successful progress”.