SEEDLIP THE NON-ALCOHOLIC SPIRIT AND DORINDA MEDLEY ANSWER THE CALL FOR ELEVATED, FLAVORFUL DRINKS THIS DRY JANUARY
Rhea-AI Summary
Seedlip (DEO) announced a Dry January campaign with TV personality Dorinda Medley to promote elevated non-alcoholic cocktails on January 9, 2026. The effort extends the brand's Yeah, It's a Drink campaign marking Seedlip's 10-year anniversary and highlights Seedlip as a distilled non-alcoholic spirit focused on flavor, style, and social connection.
Activities include a social video filmed at Dorinda's Bluestone Manor and a public pop-up, the "Thirst Relievers" Dry January Pop-Up, serving complimentary Seedlip cocktails on Wednesday, January 14, 2026, 4:00–7:00pm ET at The Oculus, World Trade Center in New York. The program aims to support mindful drinking without sacrificing sophisticated drink experiences.
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News Market Reaction
On the day this news was published, DEO gained 1.70%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
DEO gained 2.15% with multiple beverage peers also positive: CCEP +3.83%, FMX +2.54%, ABEV +1.21%, MNST +0.99%, BUD +0.33%, suggesting a broader move in beverages alongside company-specific Seedlip news.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 17 | Strategic divestiture | Positive | +0.5% | Sale of EABL stake to Asahi to de-lever and reshape portfolio. |
| Dec 09 | Brand festival promo | Positive | -2.9% | Mr Black Espresso Martini Fest marketing and product promotion details. |
| Dec 04 | Holiday campaign | Positive | -2.8% | Smirnoff ICE holiday partnership with Troye Sivan and sampling events. |
| Dec 02 | Holiday brand push | Positive | -0.6% | Ketel One holiday campaign with AMC Networks and Sundance tie-in. |
| Nov 20 | Sports sponsorship | Positive | +0.1% | Smirnoff NFL sponsorship renewal and new "We Do Game Days" chapter. |
Recent brand and campaign announcements for DEO have often seen muted or negative next-day moves, even when the underlying news appeared strategically positive.
Over the last few months, DEO’s news flow has mixed strategic portfolio actions with brand-led marketing. On Nov 20, Smirnoff extended its NFL campaign, followed by Ketel One’s holiday push on Dec 2 and Smirnoff ICE’s holiday partnership on Dec 4, all with modest or negative price reactions. On Dec 17, DEO announced a sizeable EABL divestment and deleveraging step, which drew only a small positive move. Today’s Seedlip Dry January campaign fits this pattern of brand-building initiatives against a share price still near 52-week lows.
Market Pulse Summary
This announcement highlights Diageo’s push into mindful drinking via Seedlip, using Dry January, social-first content, and a New York City pop-up to position non-alcoholic cocktails as sophisticated options. It follows a series of brand-focused campaigns across the portfolio and a recent strategic divestiture aimed at deleveraging. Investors may watch how non-alcoholic offerings contribute alongside core spirits, given shares trade below the 200-day average and close to the 52-week low of 84.52.
AI-generated analysis. Not financial advice.
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.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/seedlip/9377551-en-seedlip-non-alcoholic-spirits-dorinda-medley-dry-january
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
- 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."
For more information and serves, please visit www.seedlipdrinks.com and follow Instagram and Facebook @seedlipdrinks.
ABOUT SEEDLIP THE NON-ALCOHOLIC SPIRIT:
Seedlip changed the social scene and reinvented cocktail culture when founder Ben Branson introduced the pioneering non-alcoholic spirit to the world in 2015. Carefully crafted from selected botanicals and spices, Seedlip brings a perfectly balanced, sophisticated, and flavorful cocktail experience to every occasion. Seedlip is not a gin, vodka, tequila or rum alternative - instead, it's a whole new way of drinking with original and distinct flavors, focused on bringing sophistication and experience to the moments that matter. Calorie-, sugar- and carbohydrate-free, Seedlip cocktails effortlessly offer more taste, balance, and fun to every seat at the table.
Seedlip honors its commitment to nature by donating a portion of its revenue to environmental grassroots charities, including The Ron Finley Project.
Seedlip is available in 700ml (SRP
ABOUT DIAGEO NORTH AMERICA:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
View original content:https://www.prnewswire.com/news-releases/seedlip-the-non-alcoholic-spirit-and-dorinda-medley-answer-the-call-for-elevated-flavorful-drinks-this-dry-january-302657005.html
SOURCE DIAGEO North America
FAQ
What did Seedlip announce on January 9, 2026 about Dry January and Dorinda Medley?
When and where is the Seedlip "Thirst Relievers" Dry January Pop-Up (DEO)?
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How does the Seedlip campaign position its non-alcoholic spirits for consumers?
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