Alcohol-free beer brand Mash Gang laid rest to boring Januarys at the weekend with a one-of-a-kind event that proved fun doesn’t need booze to thrive.
Taking over Brighton’s Bison Beach Bar @ Sea Lanes, it was a day and night to remember, with a vibrant mix of macabre festivities.
The celebrations began when a mysterious graveyard appeared on Brighton Beach, capturing the attention of locals and sparking waves of speculation. Then, an eye-catching branded hearse, adorned with floral displays and a coffin full of Mash Gang beers, was spotted travelling through the streets of the city.
Mash Gang undertakers accompanied the hearse, handing out 1,500 cans of beer to lucky locals. Some said they “couldn’t believe it was non-alcoholic”. Once the hearse had been drunk dry, it then moved to the scene of the celebration.
An irreverent Grim Reaper entertained the crowd with playful questions like: “What would you say ‘Death to’ this January?” Suggestions ranged from “two-day hangovers” to “disposable vapes”, sparking laughter and lively conversations. Adding to the fun, the Reaper danced with guests, posed for photos, and gleefully handed out Mash Gang beers.
Mike Baggs delivers the eulogy
The evening reached its peak at the wake. Hundreds of guests came to pay their respects to the death of boring Januarys and were treated to live performances by up-and-coming rapper and Brighton resident Safe Nath, along with a buffet, and a eulogy delivered by Mash Gang founder Mike Baggs.
“We wanted to prove that January doesn’t have to be boring,” said Mike. “This event wasn’t just about surviving Dry January — it was about thriving.
“Ditching the booze doesn’t mean cutting back on fun, and we’re thrilled to have shown that to so many people… who will all remember it the next day!”
