PMA launches Try January campaign

By Jessica Mason

- Last updated on GMT

Related tags Morning advertiser Cocktail

Try January: PMA is launching a hashtag
Try January: PMA is launching a hashtag
The Publican’s Morning Advertiser today launches a campaign for pubs and bars to reclaim January and challenge people to try new drinks and dishes and make the month more inspiring and experimental.

Through Try January, we aim to unite the industry with a call to action and suggest that, rather than selling certain drinks and dishes as ‘Specials’ the trade can make January a month for discovering new food and drink.

Lots of people abstain from drink completely during January through Alcohol Concern’s Dry January campaign, but this can often lead to a reduced amount of people supporting their local.

The Try January campaign aims to harness the New Year’s resolution mindset amidst an otherwise dreary month and transform it into something fun.

The initiative has been pioneered by cocktail bar group Be At One which is launching a 'Try January' campaign next month to encourage guests to try new cocktails in its bars using a feature on their smartphone app called ‘Be Appventurous’, which is usually only valid once a day but will be available for an hour every day in the month of January in the hour after the regular happy hour.


Publican’s Morning Advertiser​ editor Rob Willock said: “January, historically, has been a quiet month for pubs and many people use it as a time to reduce their spending as well as their intake, but this sadly often means that people write off visiting their local pubs at all. It can, for many be a depressing time of year. We don’t think it needs to be.

"The Try January campaign aims to challenge people to simply try something new at their local. To step out of their comfort zone and, rather than ordering their ‘usual’ to go for something that they haven’t tried before. We think we can make January a month for discovering new favourite drinks and dishes and we also think the trade has a lot to offer its customers who are willing to challenge their taste buds.”

The campaign would help prevent thousands of pubs and bars across the country seeing in the New Year with low takings during January and also give something back to its community by inspiring its visitors with delicious ‘Try January’ options.

Join our campaign

If your venue plans to back the Try January campaign, then we would like to feature you in our magazine.

Email or call on 01293 610 388. Pubs, bars and customers can tweet and Instagram images of their ‘Try January’ choices with the hashtag #TryJanuary and the PMA​ will retweet, alternatively they can post a message on the PMA Facebook page.

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