This Place Offers Free Beers to Those Born in January

Elena Leo is the Culture & Lifestyle Editor of Ikon London Magazine.

Madrí Excepcional 0.0% is giving January-born Londoners free 0.0% or 4.6% beer at BOXPARK to beat Abandonuary.

January is a cruel month. Wallets are thin, gyms are full of regret, and birthdays seem to drift by unnoticed, quietly ignored by friends still recovering from the festive frenzy. This phenomenon even has a name: Abandonuary. It’s the sad tradition of quietly ghosting anyone born in the first month of the year.

Thankfully, Madrí Excepcional 0.0% has a cunning plan to rescue all those January-born souls. The brand is launching the January Birthday Bar Tab at BOXPARK, offering anyone with a January birthday a free Madrí beer — either the crisp, alcohol-free 0.0% or the full-flavoured 4.6% — for themselves and a mate. Finally, a reason to get out of the house, celebrate, and toast without worrying about hangovers or tight January budgets.

Actor and comedian Henry Rowley, who knows the January birthday struggle all too well, couldn’t be happier. “My birthday always gets the short straw — everyone’s skint, the weather’s miserable, and Dry January is in full swing. This year I’m making up for lost years with the Madrí Birthday Bar Tab,” he says. And honestly, who wouldn’t want to follow his lead?

The concept is simple but brilliant. Madrí takes away all excuses, letting friends and family join in the celebration, free of cost, free of pressure, and free of alcohol if they fancy it. The campaign is a playful, cheeky reminder that being born in January doesn’t mean being left out — you just need the right beer to fix it.

So if your birthday falls in the cold, gloomy beginnings of the year, it’s time to embrace it. Grab your ID, head to BOXPARK, and let Madrí help you reclaim January from Abandonuary. After all, birthdays are meant to be celebrated, hangovers optional.

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