5 Low/No Brands Defying January in 2025

Low/No is not just for New Year.

I’m sure you’ve come across this sentiment by now.

There are many brands out there who are working the Dry January angle for all it’s worth when it comes to promoting their drinks and getting liquid on new lips.

But not all low/no/light brands are jumping double-footed onto this bandwagon, preferring instead to bang the drum of low/no as a lifestyle and not just a 30-day fad.

In fact, some founders are downright ‘anti’ the campaign altogether.

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Related post: Collaborators to Challengers: Big Drop Vs Alcohol Change UK in ‘Dry January’ Trademark Dispute

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So, who’s doing things their own way?

We’ll start with the brand whose campaign inspired this post, Crossip...

Crossip

“Let's make January bold, not boring"

That’s the statement emboldened across the top of the page when you visit Crossip’s ‘Defy January’ page.

There’s no great fanfare here. No soapbox from which the team shouts nor a pulpit from which to preach. The team at Crossip (including co-founder Carl Anthony Brown, who you can catch on the Low No Drinker Podcast (ep#15) as he explains that he didn’t create his drink specifically for sober people) is simply working in partnership with some of the capital’s most exciting establishments to create exciting cocktails that defy the perceived boredom of a month off the booze.

Hakkasan, Sushisamba, Burger & Lobster and Lucky Voice are all in on the mission, creating beautiful and sensational cocktails to keep you excited about your choice, whether for one month or more.

Try Crossip*

Myth

Colette Safhill is the founder of the Myth alcohol-free spirits range and Goat energy drinks. Two brands that she astonishingly launched simultaneously (you can hear all about how she achieved such a momentous task and the very real struggles she’s faced along the way in ep#23 of the Low No Drinker Podcast).

Colette’s position on Dry January is a strong one (as you’ll hear on the podcast, Colette is not one to mince her words), and when I asked her why Myth wasn’t participating in any Dry January promotions, she told me,

“As a founder I have always shied away from Myth being involved in Sober October and Dry January. I think these focus months and days can be used by brands for marketing and sales, and whilst I fully understand that from a business perspective, from a personal view, I do not think that a person’s relationship with alcohol is the place for a quick marketing win.

“I have been sober for 25 years. Back when I was drinking, I needed proper help and intervention. If I had been able to quit for a month (which I doubt), I would almost certainly have rewarded myself with a bigger drink at the end of the month. More importantly, I think I would have used my month off as proof to myself that I didn’t really have a problem.

“I’m not a fan of virtue signalling; I think it is damaging and counterproductive. Alcohol deaths have risen 44% in four years. People die from their relationship with booze.

It is not for me (as a person or a business owner ) to preach to people about what is good and bad, right or wrong, and that is what Dry January feels like, a bit preachy. I would love people to drink Myth all year (and all the others). These are beautiful drinks. Let’s enjoy them.”

Try Myth & get 10% off with code LOWNODRINKERMAGAZINE*

Sarilla

American functional, organic, tea-based brand Sarilla’s founder Sara Delaney has had a change of heart on the challenge over the years,

“We don’t push Sarilla to anyone; it’s an everyday all-year-round beverage without any alcohol.

“As someone who has been sober for over 18 years, I used to be anti-Dry Jan. I take more of a one-day-at-a-time approach however, I have met so many people since launching Sarilla who tell me that January kickstarted their no-alcohol lifestyle, and it’s got me rethinking the whole thing. Whatever works, you know?"

Try Sarilla

Noughty

One of my favourite responses to the question of whether a founder feels they want to capitalise on the Dry January trend is from Amanda Thomson of Noughty, who simply said,

“We never have. Noughty is for life ♥️”

And you can’t argue with that.

You can hear more from Amanda about Noughty’s meteoric rise as an alcohol-free wine pioneer on the Low No Drinker Podcast ep#53.

Try Noughty*

Mash Gang

The boys at Mash Gang never do things just because the crowd says so, so it’s no surprise that they’re tackling Dry January from a completely unique angle. “Get Mashed, not Smashed” is bringing “Death to boring January”, and what do you do when someone dies? You have a funeral and a wake, of course.

On the 18th of January at Bison Beach Bar in Brighton, the Mash Gang crew are throwing the ultimate wake to show that Dry January no longer has to mean dry nights in alone and bored.

There’ll be beer, food, tunes and vibes. Jordan Childs, Mash Gang Head Brewer and Founder, said:

“At Mash Gang, we want to flip January on its head – we’re calling out for people to ditch the notion of a boring January and make the most of the first month by getting Mashed, not Smashed.

Ditching the booze doesn’t mean you’re missing out, and the days of cutting back on alcohol equating to cutting out fun are long gone, and social events are evolving.

We want people to dive into sober events with friends and family, drink outrageously good non-alcoholic options and remember it all in the morning.”

Try Mash Gang & get 10% off with code LOWNODRINKERMAGAZINE*

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