Be At One, the Piper-backed cocktail chain, is planning a new marketing campaign for the new year called “Try January”.
Centred around the group’s “Be App-venturous” section of its app, where customers can try cocktails for £5, the bars’ standard “Appy Hour” will be extended by an extra hour each night for the whole of January 2015.
Last year, the company launched its “Adopt a bartender campaign”, which went viral.
The group’s marketing manager Sarah Swaysland said: “Be At One asks other operators in the UK on-trade to join forces as an industry to reclaim what some have dubbed ‘ Dry January’ to turn it into a month for experimenting with new drinks styles, rather than abstaining completely.
“We think the rest of the trade should get behind the cause too.”
