Dry January is one of the awareness days brands use to get on radio and TV. Relations Group has run 3 broadcast PR campaigns for it, for REAL Kombucha, Athletic Brewing Co and SENTIA. The coverage ran to 37 broadcast items, heard by a combined audience of 8.4 million. Coverage included BBC Radio Leicester, BBC Radio Three Counties, BBC Radio Cornwall, London Live, BBC Radio Derby and more. Every campaign met or beat its coverage budget.
37Items of coverage
8.4 millionCombined reach
6h 20mTime on air
28Distinct outlets
Coverage highlights
BBC Radio LeicesterBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio CornwallBBC radio
London LiveTV
BBC Radio DerbyBBC radio
BBC Radio NottinghamBBC radio
BBC Radio LeicesterBBC radio
Sky News RadioNational news network
BBC Radio DevonBBC radio
BBC Radio BristolBBC radio
BBC Radio CambridgeshireBBC radio
Listen
London Live · 4m 43s
BBC Radio Leicester · 7m 04s
0:00 / 7m 04s
BBC Radio Derby · 5m 01s
0:00 / 5m 01s
BBC Radio Three Counties · 7m 00s
0:00 / 7m 00s
The campaigns
SENTIA, Dry January
The aim
SENTIA wanted to be top of mind for people cutting back on alcohol who still want the ritual and sociability of a drink.
The message
You can cut back on alcohol without losing the buzz. SENTIA's botanical spirits target the brain's GABA system to offer relaxation and sociability without the hangover, backed by independent university research.
The angle
A SENTIA survey found more than a third (35%) of Brits find a month without alcohol daunting, rising to 47% of 25 to 34 year olds, with 1 in 4 worried about being seen as boring and 36% saying they would miss the buzz.
On air
SENTIA's co-founder, a leading neuropsychopharmacologist who developed the drink
The result
13 items of coverage reaching 4.7 million, including Sky News Radio, BBC Radio Devon, BBC Radio Bristol.
Athletic Brewing Co wanted to make itself the brand of choice for Dry January and show its alcohol-free beer is superior in taste.
The message
Athletic Brewing makes alcohol-free craft beer you can enjoy anytime and anywhere, with no hangovers, using a brewing process that fully ferments its beers to less than 0.5% ABV.
The angle
Almost 9 million Brits planned an alcohol-free January last year, but one UK study suggests as many as 81% of those taking part won't make it to the 31st. Alcohol-free experts shared five tips for staying on track, and reassurance that a slip-up isn't the end of the world.
On air
Athletic Brewing's founder, who chairs the Adult Non-Alcoholic Beverage Association
The result
10 items of coverage reaching 2.1 million, including London Live, BBC Radio Derby, BBC Radio Nottingham, BBC Radio Leicester.
REAL Kombucha wanted to position itself as the perfect alcohol replacement and encourage people to give up alcohol for Dry January.
The message
REAL Kombucha is an award-winning, premium alcohol-free alternative for anyone drinking less who still wants a sophisticated drink for special occasions, with the complexity of fine wine and made for food pairing.
The angle
Dry January is the perfect time to explore alternatives to alcohol: almost one in four young adults are now teetotal, and REAL Kombucha, served in 60 Michelin-starred restaurants as an alcohol-free alternative to sparkling wine, shared tips to keep people on track.
On air
REAL Kombucha's founder
The result
14 items of coverage reaching 1.6 million, including BBC Radio Leicester, BBC Radio Three Counties, BBC Radio Cornwall.
Dry January is a challenge to give up alcohol for the month of January. It is run by the charity Alcohol Change UK and began as an official campaign in 2013 with 4,000 people; more than 200,000 took part in 2025. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Dry January for 2027?
Dry January next runs through January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
