Almost one in four young adults are now teetotal, and Dry January is the perfect time for everyone else to explore alternatives to alcohol. For REAL Kombucha, served in 60 Michelin-starred restaurants as an alcohol-free alternative to sparkling wine, we built a broadcast PR campaign around practical tips to keep people on track. We put REAL Kombucha's founder on air across a radio day of interviews, presenting it as a premium alcohol-free drink for special occasions, with the complexity of fine wine and made for food pairing. The campaign secured 14 items of radio coverage reaching 1.6 million, including BBC Radio Leicester, BBC Radio Three Counties and BBC Radio Cornwall.
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.
About Dry January
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.
