As we enter 2026, multi gold award-winning beer brand Mash Gang is on the hunt to support people with what is possibly the best New Year’s resolution ever! As part of its playful New Beers Resolution campaign, the brand is asking people to ditch dry January and have a wet one instead by ‘drinking more beer’ this year, and to help, it’s offering 100 lucky people free beer if they sign up.

Don’t worry, you’ll still stay on track if you’re looking to cut down or give up the booze in Jan, as the brand happens to be alcohol-free – Mash Gang uniquely has all the depth, complexity and flavour of a full-strength beer, so no one will feel like they’re missing out.

The campaign comes off the back of new insight from Mash Gang, which found January is one of the loneliest months of the year, with 60% of people in the UK claiming it to be the ‘toughest’ month. It’s a time when well-meaning resolutions tend to unravel fast, with new data also revealing:

59% of people find New Year’s resolutions unrealistic or too demanding
28% give up within the first one to three weeks
29% admit they’ve lied about sticking to a resolution (rising to 43% among 18–24 year olds)

When it comes to drinking habits specifically, the pressure ramps up even further. While 39% of people want to cut down on alcohol (rising to 61% among 25–34 year olds), 26% say a lack of motivation stops them sticking to drink-related resolutions.

Social moments remain the biggest hurdle, with 25% finding a night out with friends the hardest situation to go alcohol-free.

As a brand that started as an antidote to lockdown loneliness in 2020, Mash Gang’s ethos is all about community and coming together over great beer.

Jordan Childs, co-founder and chief product officer at Mash Gang commented on the campaign:

“Every year, people enter into January with a sense of trepidation, and with a real, often self-inflicted pressure, to give up all the pleasures in life. We thought it was about time people were encouraged to start a resolution that brings genuine joy to an otherwise bleak month. We want to fuel moments of social connection, and in doing so promote mental health and wellbeing, in a month where loneliness is typically at its peak.”

To bring the New Beers Resolution to life, Mash Gang will be hitting the streets of Leeds, Manchester and Brighton throughout January, handing out free beer and giving people the chance to win prizes, proving that January doesn’t have to be dull, dry or done alone.

If you want to be one of the lucky 100 to grab a free four pack of Mash Gang, head to the sign up page here and get them before they’re all gone.