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SEEDLIP THE NON-ALCOHOLIC SPIRIT AND DORINDA MEDLEY ANSWER THE CALL FOR ELEVATED, FLAVORFUL DRINKS THIS DRY JANUARY

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The content builds on Seedlip's mission to redefine the modern drinking experience, showing that a d...

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Seedlip launches 'Yeah, It's a Drink' campaign for Dry January 2026. Campaign promotes non-alcoholic spirits, emphasizing flavor over alcohol content. Dorinda Medley supports the initiative through humorous social content. Seedlip’s approach aims to redefine social drinking experiences. Diageo anticipates growth in non-alcoholic beverage market momentum.

Sentiment Rationale

Increased focus on non-alcoholic drinks may lead to higher consumer interest, boosting DEO's market position. Historically, brands that innovate in beverage categories tend to see positive stock performance.

Trading Thesis

The growth of the non-alcoholic segment indicates emerging consumer trends that could sustain DEO's position over time, similar to how craft beers have shaped traditional beer sales.

Market-Moving

  • Seedlip launches 'Yeah, It's a Drink' campaign for Dry January 2026.
  • Campaign promotes non-alcoholic spirits, emphasizing flavor over alcohol content.
  • Dorinda Medley supports the initiative through humorous social content.

Key Facts

  • Seedlip launches 'Yeah, It's a Drink' campaign for Dry January 2026.
  • Campaign promotes non-alcoholic spirits, emphasizing flavor over alcohol content.
  • Dorinda Medley supports the initiative through humorous social content.
  • Seedlip’s approach aims to redefine social drinking experiences.
  • Diageo anticipates growth in non-alcoholic beverage market momentum.

Companies Mentioned

  • N/A (N/A)

Others

The campaign highlights a growing trend toward mindful drinking, which could enhance DEO's overall sales and market positioning. Seedlip's marketing strategies may lead to increased brand recognition for DEO's non-alcoholic portfolio.

Seedlip Partners with Dorinda Medley for Elevated Non-Alcoholic Drinks this Dry January

Date: January 14, 2026

Innovative Non-Alcoholic Spirit Meets TV Personality

In a bid to elevate the drinking experience during Dry January, Seedlip, the leading brand in non-alcoholic spirits according to Drinks International 2026, has teamed up with American TV personality Dorinda Medley. This collaboration aims to encourage consumers to embrace their wellness goals without compromising on flavor or style.

Yeah, It's a Drink - A New Campaign

Launched to commemorate Seedlip's 10-year anniversary, the campaign titled Yeah, It's a Drink aims to redefine the modern drinking experience. It emphasizes that a sophisticated, flavorful drink can exist without alcohol, making it the perfect choice for social occasions, from office happy hours to cozy date nights.

  • Target Audience: Consumers looking for non-alcoholic options.
  • Campaign Message: Enjoy flavorful drinks without alcohol content.
  • Focus: Connection, flavor, and style over alcohol.

Engaging Social Content and Pop-Up Event

This January, Seedlip is bringing its modern drink message to life with humorous, social-first content, including a debut video filmed at Medley’s famed Bluestone Manor. In it, Medley showcases how Dry January can still be enjoyable and vibrant without alcohol.

“Dry January doesn't have to feel boring or restrictive,” said Dorinda Medley. “I love that Seedlip offers a cocktail that feels elevated and delicious without compromise.”

Additionally, on January 14th, Seedlip will host a pop-up at The Oculus, World Trade Center, serving complimentary Seedlip cocktails from 4 PM to 7 PM ET, targeting commuters and tourists during the anticipated "quitter's day" when many abandon their New Year’s resolutions.

Event Details: Thirst Relievers Dry January Pop-Up

Join Seedlip for a unique experience this Dry January:

  • What: "Thirst Relievers" Dry January Pop-Up featuring complimentary Seedlip cocktails.
  • When: Wednesday, January 14, 2026, from 4:00 PM – 7:00 PM ET.
  • Where: The Oculus, World Trade Center (185 Greenwich St LL3110, New York, NY 10006).
  • Why: To show that mindful drinking can be elevated, flavorful, and social.

Empowering Mindful Drinking Choices

As David Crooch, General Manager of Diageo Non-Alcohol Beverages, stated, “We want to empower consumers by offering more choices during Dry January.” The campaign and new programming are a reminder that Seedlip stands firmly in its own light, promoting personal choice and inclusion in social settings.

About Seedlip and Diageo

Founded by Ben Branson, Seedlip revolutionized cocktail culture with its introduction of the first distilled non-alcoholic spirit in 2015. Made from carefully selected botanicals and spices, Seedlip provides a flavorful cocktail experience devoid of calories, sugar, and carbs.

Seedlip is a brand under the umbrella of Diageo, a global leader in beverage alcohol. Diageo is listed on the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE), with products available in over 180 countries. For additional information, visit www.seedlipdrinks.com.

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