Lake of Bays Brewery Introduces Detox 6-Pack to Ease You Into Dry January

The holidays are a time of celebration, indulgence, and, of course, excess. But when January rolls around, many are left craving a reset. Enter the Holiday Detox Pack, a six-pack of beers designed to ease you into Dry January, one day (and sip) at a time.

Created by Leo Toronto and Leo Design for their clients’ Holiday gift, each beer in the pack has one lower ABV (alcohol by volume) point than the last, starting at 5% and tapering down to 0%, giving drinkers a gradual approach to going alcohol-free in the new year.

“Dry January has been gaining a lot of momentum over the last few years, but going cold turkey is tough. We loved how this idea uses design thinking to increase people’s chances of actually making it through the month successfully,” said Angus Tucker, CCO of Leo Toronto.

Leo partnered with Muskoka-based brewery Lake of Bays to create and formulate the beers, with a range of flavours including a Juicy IPA and a Strong Stout.

“We wanted to create something that people would use, something that solved a problem,” said Matt Boyd, senior design director Leo Design. “We loved how this idea took the typical six-pack and reimagined it as a six day programme to prepare yourself for Dry January. The blurred design device on the cans is a simple metaphor for the increased mental and physical clarity that comes with drinking less.”

The Holiday Detox Pack is being distributed to all of Leo’s clients as a Christmas gift, with the intention of eventually expanding it beyond the holiday season, and into retail stores.