"All your bases covered, with State Of Play"

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WELCOME TO DRY JULY 2024

July is the month that non-alc shines.? This year it is MUCH more prominent, with a record number of Kiwis going Dry!? You will be hit with non alc news and brews from all corners on your social feeds and the retailers are offering up their aisle ends to showcase the best of the brews!??

Above is a great example at New World Thorndon - it has gone so well this year the team have re-ordered and booked in tastings too.? The winner here is the shopper getting good choice at a good price with the stores presenting what they believe are the right brands for those keen on a bit of dry July action.??

What has happened in prior Julys is shoppers new to Dry July will buy the cheapest import zeros first to give it a go.? The experience is ok, not great.??

Then realising there are three more weeks to go may as well enjoy a good beer and shift to the fuller flavour naturally brewed New Zealand made Zeros like State Of Play - that's why the mix 6 pack is going so well in stores.

So you have choice to sample the wonderful range in store and get a six-pack or go direct to?stateofplaybeer.com?and get a couple of cases on subscription - works out at $15.75 a six pack and free shipping over $100 - enough to get you through the month.

Also helped with the news stories that pop up with reviews of the good brews - one that will really benefit State of Play is the Air New Zealand Kia Ora magazine - we got a wonderful write up this month with the MIX 6 - "covering all the bases"! Here is the article from last year and this year's spotlight on Sunbreaker Ale - this is a real standout brew for flavour and refreshment.

SOUTHERN ROADIE AND SOBERVERSARY DINNER

Nicky and I have always wanted to go to the Dunedin Stadium to watch the All Blacks

As soon as the schedule was announced Dunedin accomodation was full so we added a dose of adventure and booked a couple of nights in Oamaru and a drive down from CHCH.

Oamaru - you have our vote as the coolest town.? You must visit.

We are in the Poshtel where every room has a different theme - we are in bowls & Croquet.? We wandered to the pier and watched the little blue penguins arrive home at dusk and then dinner at Cucina for our four year soberversarry - this was a superb meal and wonderful non-alc selections - this Raspberry sour with egg white foam was incredible! a real lesson to other venues.??

Hopefully soon Cucina is a State of Play stockist. Nudge nudge if your local needs some good zeros please loop me in and we will make it happen

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HEY FORSYTH BARR STADIUM, WHY THE NON-ALC TAX?

Pissed me off that at the rugby on Saturday night a can of non - alc beer was $12. A third more expensive than full strength! A THIRD MORE!

Price at this premium is a barrier. For all those fans moderating their alcohol- that third can in the second half that could be a zero becomes a no thank you. A great opportunity for 30000 people to be given the option to try a beer when previously there were no options. It did not sit well with me at all.

It could have been a mastersroke of corporate responsibility and recruited a whole new audience in Dry July to be able to share a beer regardless of the alcohol content.

On the way to the game we popped into see Chris and Adam at Noisy brewing. They have a great range of non-alcoholic. At a good price. They know it keeps groups longer, adds to the experience and puts new dollars in the till. Do I have a point or is this ‘just business’??

It surely is'nt going to break the bank to make it easy to enjoy a beer without the alcohol at the footy by line pricing the range.? Must just be the F&B contracter converting the buy-price from Lion Breweries and arriving at $12.??

Just seems like such a miss here to be the responsible corporate.? Can anyone explain to me?Since the launch of Grant 2.0 in 2020 I get a tattoo every year as a marker and reminder of the year passed.

THE ME-MONTH LINKEDIN LIVE

Last week I recorded the Me -Month linkedin live with Kate.? The chat was around Dry July and how to prepare for the best month of the year.? Plenty of tips and advice on planning to use all that extra time you get each day without the booze fairy.

Click?here?to watch the LIVE on the state Of Play Beer Youtube channel

Have you planned to do something new in July?

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Why reviews matter.? If you have a minute it would be great to hear from you

Here is the link to the review tab for? Nectaron Pale Ale

Here is the link to review Sunbreaker Ale

Here is the link to the review tab for IPA

And if you have a cool photo you can post on one of your favourite social channels and tag @stateofplaybeer? #stateofplaybeer If you want to contact State of Play flick me a note [email protected]

TOGETHER WE ARE BREWING A REBELLION!