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

The content builds on Seedlip's mission to redefine the modern drinking experience, showing that a drink is about flavor and style, proving that elevated, well-crafted cocktails can exist without compromise.

Today, Seedlip, the #1 bestselling and top trending brand in non-alcoholic spirits according to Drinks International 2026, has teamed up with American TV personality Dorinda Medley to motivate consumers to stay committed to their Dry January goals. The content is an extension of the brand's bold Yeah, It's a Drink campaign, showing that a satisfying, well-crafted drink can be completely alcohol-free.

Launched in celebration of Seedlip's 10-year anniversary, Yeah, It's a Drink redefines what a modern drinking experience truly means, emphasizing sophistication, flavor, presence, and connection over alcohol content. The campaign positions Seedlip as the non-alcoholic spirit of today's social occasions, elevating everything from office happy hours to date nights without compromise.

Building on the momentum of the new campaign, this January, Seedlip brings the modern drink message to life through humorous social-first content. Debuting with a new social video shot in Dorinda's iconic Bluestone Manor, the TV personality humorously shows that even during Dry January, going alcohol-free doesn't mean missing out. Seedlip demonstrates that you can still enjoy drinking occasions with friends, savor flavorful and sophisticated drinks, and fully participate in shared moments, whether celebrating, hosting, or unwinding together.

"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. I had so much fun working with the Seedlip team, it felt like a typical catch up with a friend over drinks and I hope it inspires everyone to enjoy their January the same way!"

In addition to this dynamic new content, on Wednesday, January 14th, Seedlip will pop up at The Oculus World Trade Center, one of New York City's busiest transit hubs, serving signature Seedlip cocktails and acting as an emergency bartender for those seeking a sophisticated non-alcoholic option. Just in time for Happy Hour and ahead of what many refer to as quitter's day, the second Friday of the month when many abandon their set new year's resolutions, from 4-7pm ET, the experience will remind commuters headed home from a workday and tourists alike that a great drink is defined by flavor and connection, not by alcohol.

• What: Join Seedlip, the world's first distilled non-alcoholic spirit, for the "Thirst Relievers" Dry January Pop-Up featuring complimentary Seedlip cocktails this Dry January.
• When: Wednesday, January 14, 2026, from 4:00 p.m. – 7:00 p.m. ET
• Where: The Oculus, World Trade Center (185 Greenwich St LL3110, New York, NY 10006)
• Why: To show that Dry January and mindful drinking can still be flavorful, elevated, and social—proving that a drink is defined by flavor, style, and connection, not alcohol content.

"We want to empower consumers by offering more choices during Dry January," said David Crooch, General Manager of Diageo Non-Alcohol Beverages. "We're excited to see mindful drinking gain momentum and non-alcoholic choices expand. The Yeah, It's a Drink campaign and new Dry January programming are reminders that Seedlip stands on its own, not just a substitute. It's about giving people the confidence to make their own choice on what they'd like to drink and helping them feel included in any social moment."