Wellbeing Brewing Company has partnered with Just Add Buoy to launch Victory, a zero-proof wheat brew that also hydrates while you drink it. Just Add Buoy worked with a pharmaceutical expert to develop the flavorless blend of electrolytes, B vitamins, and antioxidants that is used in the brew to make it not only refreshing, but also hydrating.

For consumers looking to participate in Dry January, beer drinking usually is not part of the equation. However, Heineken USA, White Plains, N.Y., is encouraging consumers to keep their alcohol-free pledge, but still with a beer in hand — Heineken 0.0. To support on-premise partners, the company introduced an integrated marketing program that incorporates the alcohol-free brew.