For plenty of people, a month without alcohol sounds daunting, and a SENTIA survey put a number on it: 35% of Brits feel that way, rising to 47% of 25 to 34 year olds. Around Dry January, we built SENTIA's broadcast PR campaign on that worry, with 1 in 4 concerned about being seen as boring and 36% saying they would miss the buzz. We put SENTIA's co-founder, a leading neuropsychopharmacologist who developed the drink, on air across a radio day of interviews, explaining how its botanical spirits offer relaxation and sociability without the hangover. The campaign secured 13 items of radio coverage reaching 4.7 million listeners, including Sky News Radio and BBC Radio Devon.
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.
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.
