After a booze-filled festive season, much of the country are turning to non-alcoholic alternatives to get them through ‘Dry January’.
And, as supermarkets hike up prices of 0 per cent alcohol drinks, celebrities are going into promotional overdrive to try and sell their own booze-free brands.
Katy Perry, Kylie Minogue and Blake Lively are among the stars hoping to cash in on the nation’s post-Christmas health kick with their lucrative ranges of soft drinks.
Former Made in Chelsea star Spencer Matthews as well as retired ruby player Jonny Wilkinson are also promoting their brands to coincide with ‘Dry January’ while they can.
US pop star Ms Perry, 39, launched her line of sparkling non-alcoholic aperitifs named De Soi last year, even though she is not teetotal herself.
After a booze-filled festive season, much of the country are turning to non-alcoholic alternatives to get them through ‘Dry January,’ with Katy Perry cashing in
Kylie Minogue (L) and Blake Lively (R) are also among the stars who have launched lucrative ranges of soft drinks
The range, which is ‘inspired by the French ethos of pleasure and restraint’, are certainly not the price of usual soft drinks – costing £67 pounds for 12 cans, with flavours including Lemon Balm and Passion Flower.
Plugging the brand to coincide with ‘Dry January’, some of the photos on its Instagram account include the captions: ‘In: dry January. Out: hangovers, anxiety, & broken sleep’ and ‘The dreamiest set up for a Dry January.’
Former Gossip Girl actress Ms Lively, 36, who is married to A-lister Ryan Reynolds, has a range of alcoholic and non-alcoholic beverages, despite being a non-drinker.
Betty Buzz, launched in the UK last year, is a brand of sparkling soft drinks, which cost £23 for 12 cans.
She is also doing a ‘Dry January’ sales push, offering customers a, ‘New Year, new start,’ with one giveaway including a ‘Dry January Survival Kit.
‘We’ll stop you right there. We’re here for all of your dry or damp Jan needs. Tasty. Whole food ingredients. Better for you. Dreamy golden hour pours.. Perfection,’ reads one Instagram post.
Pop star Ms Minogue’s much-loved range of wines and prosecco also includes a non-alcoholic option, which is priced at a far more reasonable £7.
The brand is focusing on the zero-alcohol sparkling rosé this month, with one post on its Instagram account reading: ‘Drink pink in style with our elegant pale 0% Sparkling rose. The light, fruity taste and enticing aroma of summer berries.’
US pop star Ms Perry, 39, launched her line of sparkling non-alcoholic aperitifs named De Soi last year, even though she is not teetotal herself
Pop star Ms Minogue’s much-loved range of wines and prosecco also includes a non-alcoholic option, which is priced at a far more reasonable £7
Former reality star Spencer Matthews, 35, launched his non-alcoholic spirits brand CleanCo in 2019. He went sober after admitting his ‘boozing had gotten out of control’ (pictured in 2017)
Another reads: ‘Who needs alcohol to enjoy a sparkling rosé? Not you!’ Wilkinson’s No1 Living range of drinks, including Kombucha and health shots, are ‘naturally sourced’ and ‘100 per cent vegan’.
A ‘New Year Gut Health Bundle’ is currently reduced from £94 to £70, while 24 tins of ginger Kombucha are reduced from £35.98 to £32.38.
Former reality star Matthews, 35, who is married to model and broadcaster Vogue Williams, launched his non-alcoholic spirits brand CleanCo in 2019, after going sober.
A bottle of non-alcoholic gin costs £16, as does the ‘clean’ whisky, tequila, rum and vodka.
‘Clean January starts now. Welcome to feeling fresh,’ read a social media post on January 1.
‘If you want to join in on our Clean January celebrations, you can shop our multi-award-winning non-alcoholic Spirits via the link in our bio.
‘Because every new beginning deserves an extraordinary sip! Order now for next-day delivery and let Clean Jan commence!’
