The Best Dry January Campaigns of 2020

Feb 7, 2020 | Industry Analysis, Low And No Alcohol | 0 comments

Has everyone heard quite enough about Dry January in 2020 and non-alcohol drinks yet?

In the same way that after Christmas and New Year most of us can’t hear the word gin or prosecco for a little while without wincing,  the same might well be said for “alcohol-free” and “mocktail” come the end of January. Dry January campaigns now seems to be the runway for brands to see if they can win you over to their low and non-alcoholic booze all year round.

This year, there was a huge amount of activity from frankly, almost all major brands. Here are four in particular from across the world that managed to rise above the noise – or rather,  the quiet sober calm – with some stand-out Dry January 2020 campaigns, and what brands can learn from these.


Hide from it or champion it, either way, Seedlip is now owned at least in a “significant majority” by Diageo – and with that come big campaigns. The first being ‘Drink to the Future’ a creative run that spread across rail, London underground, buses, billboards and digital throughout Jan in the UK. Beautiful creative, putting the bottle front and centre. 

In the US, the brand launched ‘The Seedlip Social: A Drink for Every Drinker’ – a lovely online ad campaign, plus custom content and podcasts – and a partnership with Eater which used maps of New York and LA to show where drinkers could find bars serving Seedlip.

Seedlip was one of the first notable brands in this space, and it hasn’t slowed down with innovation. As well as launching its Aecorn aperitifs, its campaigns – and particularly the US activity to help drinkers find new venues – are not just growing the brand but growing and supporting the whole alcohol-free space – to the brand’s benefit, of course. 

This is the big takeaway from Seedlip’s Dry January campaign activity: there is still huge potential for category growth, and that work supporting venues and generally spreading the word about alcohol-free options in general, alongside your brand message, can be hugely positive.


Heineken’s launched a $50m marketing push for its alcohol-free 0.0 beer in 2019. So it’s no surprise that it’s been doing some good stuff. The launch of its Dry January campaign in the US saw it giving away alcohol-free ‘advent calendars’ with 31 bottles of its 0.0 brew. The promotion was so successful that the calendars quickly ran out – but as a way to get talked about, this was a great piece of PR.

This activity fits neatly into the brewer’s ‘Now you can’ campaign, which has seen it running humorous ads around drinking 0.0 on occasions when you might not normally get away with having a beer. 

Heineken’s work on 0.0 (as with Brewdog below) is all about, again, expanding the market for alcohol-free options. From promoting drinking the brand every single day in the month to suggesting you might have a 0.0 beer while driving or in a board meeting; Heineken is working to promote the idea of not drinking as much as its own brand. That said, this work really builds the core brand too and very much links Heineken – either alcoholic or alcohol-free – with the idea of having a nice time.


Brewdog not only pledged to offer free refills on its alcohol-free beers in all its bars (it’s Drink all you can’ campaign) but also launched a pop-up dedicated to the alcohol-free category.

The bar, called (in true Brewdog style) Brewdog AF,  opened in London’s Old Street on Monday 6 January, as the first of the company’s bars to be purely devoted to drinks without alcohol. The bar – which is still running – has 15 taps of draft alcohol-free craft beer. The brand also launched two new alcohol-free brands in January… 

We’ve actually visited Brewdog AF as it’s around the corner from our office, and found it a great, inclusive place – somewhere between bar and coffee shop – with a really pleasant vibe. The clientele was a mix of post-work drinkers and coffee shop surfing remote workers.

Brewdog’s Dry Jan activities, unlike both Seedlip and Heineken, are more aimed at bolstering the Brewdog brand than anything else. The punk inclusivity of Brewdog’s positioning is well served by creating this welcoming space. As with Heineken, it’s a great way to get people on board with your brand and to associate it, covertly, with having a great time. According to the brand’s  Instagram feed this week, ‘change is brewing’ at Brewdog AF, so it might not just be a flash in the pan.


As well as the bigger brands, there are a host of brands that turned out some lovely creative work, largely on social platforms – with Instagram a big focus. The channel is particularly great for smaller brands looking to build their profile, and where budget might be a concern. It’s also a great place to establish a creative identity.

Alcohol-free spirits brand STRYYK (@stryyk) has been running great content for a long time on Instagram, but upped its game for Dry January 2020, and it also ran a promotion for free premium mixers if you bought its products in January. 

The Wagon Pop Up alcohol-free bar (@thewagonpopup) used Instagram as one of its main platforms for promotion during its month-long residency in Spitalfields in London. The bar ran a number of events and masterclasses over the month, supported by a strong, well designed Instagram presence. 

New alcohol-free spirit brand Bax Botanics spent Dry January 2020 the month highlighting their brand, ingredients and recipes and establishing itself on the platform.

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Hayley Spencer

Hayley Spencer


Hayley is a content editor with nearly 15 years' digital-first experience. She has worked in both editorial and digital marketing for magazines and national newspapers, as well as global and emerging lifestyle brands. She has experience launching up and coming brands on social to smash ambitious KPIs, and in helping major players like IKEA and Net-a-Porter's PORTER to reach new heights with their digital marketing. Hayley started out at as a freelancer at YesMore and now works across client services and creative. She has a breadth of experience in copywriting and editing, bolstered by her work as a journalist and passion for the written word. Hayley lives in East London, spending her working days with her rescue Yorkie, Albie, thanks to YesMore's flexible working policies. She is committed to helping to forward YM's mental health strategies, having recently completed the Wellbeing Champions course. To get in touch with Hayley email Her drink of choice is a chilled glass of Picpoul or an Espresso Martini, with vanilla in it... stunning!

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