How are you combatting Blue Monday in your pub?
Today, the third Monday in January, is officially the gloomiest day of the year but some brands are trying to cheer the trade up.
Brewer AB InBev is using the date to launch its first Beck's Blue Monday, which will see it offer free bottles of the alcohol-free beer to customers at Mitchell's & Butlers pubs.
More than 1,000 venues are involved in the promotion that takes place all week.
It aims to encourage people to leave the house at a time when 4.2 million people are estimated to be cutting back on alcohol.
Rory McLellan, on trade sales director, AB InBev UK, said: "When speaking with our partners we often hear the same concerns: after a busy Christmas and New Year, pubs struggle to get people though the door in January. We wanted to create a fun campaign that would help the on-trade boost footfall while also being mindful of consumers' growing appetite for abstinence and moderation."
Meanwhile the industry wide #TryJanuary campaign is encouraging people to get out into the on-trade and sample something different in January.
And the Sun Valley Nuts Co says it is aiming to banish the January blues with the launch of a new flavour – Spicy BBQ Peanuts and Corn with Tabasco. The company partnered with beer sommelier Annabel Smith for the launch. She provided tasting notes and suggested the nuts pair well with craft lager.
"The smoky flavour and texture of these Spicy BBQ Peanuts and Corn with Tabasco Brand Seasoning takes any residual sweetness out of the beer. A real winner."
- Need some new ideas to help you through the month? Check out our guide to #TryJanuary here