For those taking a break from drinking in January, Heineken is encouraging consumers to keep their alcohol-free pledge, but still have a beer in hand — Heineken 0.0.

“We’re picking up on the trend of adults abstaining or reducing alcohol consumption, which we see as an opportunity to boost business in on-premise outlets during one of the slower months of the year,” said Meredith Kiss, brand manager for Heineken USA, in a statement. “With over 20 percent of drinkers taking part in Dry January, we think Heineken 0.0 can drive beer sales and profits by engaging beer drinkers who still want a beer but who may be resolved for a time to forgo alcohol. January may well be dry, but it can still include beer which drives traffic — and for January — incremental profits.”