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Dry January hits the headlines


Company News | February 2025

Our no and low alcohol wine ranges took center stage last month, featuring in various global publications as they highlighted delicious alternatives to make Dry January more enjoyable.

The “Ditch the Guilt” campaign positioned Not Guilty as the non-alcoholic wine of choice for Gen Z and Millennials during Dry January and beyond.

The campaign leveraged consumer insights and partnered with media personality Charlotte Crosby, tapping into themes like pressure and guilt, building brand awareness and driving relevance year round.

Highlights of the campaign included:

Over 60 pieces of coverage across major media

📺: GB New Saturday Morning Show

🎙️Radio: Radio X, BBC East, Tees, West & Ulster

#️⃣ Online: Yahoo & MSN