CleanCo and Lovehoney Joined Forces for Anything But Dry January
Laura McQuarrie — January 21, 2026 — Lifestyle
References: clean.co & thespiritsbusiness
Alcohol-free spirits brand CleanCo teamed up with Lovehoney for its Anything But Dry January campaign, promoting moderation and intimacy without intoxication.
Millions of adults are using the start of a fresh calendar year to reassess their relationship with alcohol, whether through sober-curious exploration, mindful moderation, or total abstinence. In a blog post, CleanCo shared, "In 2026, Gen Z are rejecting the idea of being a 'celibate generation' and instead embracing intentional, meaningful intimacy—a shift Lovehoney describes as Celiba-Z."
Together, CleanCo and Lovehoney came up with a recipe for a sweet, spicy and tangy Sobergasm cocktail, prepared with CleanCo Clean T (an alcohol-free take on blanco tequila,) fresh lime juice, fresh orange juice and hot honey, plus salty, zesty, fiery garnishes.
Millions of adults are using the start of a fresh calendar year to reassess their relationship with alcohol, whether through sober-curious exploration, mindful moderation, or total abstinence. In a blog post, CleanCo shared, "In 2026, Gen Z are rejecting the idea of being a 'celibate generation' and instead embracing intentional, meaningful intimacy—a shift Lovehoney describes as Celiba-Z."
Together, CleanCo and Lovehoney came up with a recipe for a sweet, spicy and tangy Sobergasm cocktail, prepared with CleanCo Clean T (an alcohol-free take on blanco tequila,) fresh lime juice, fresh orange juice and hot honey, plus salty, zesty, fiery garnishes.
Trend Themes
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Sober-curious Lifestyle — The sober-curious movement gains traction as more individuals explore alcohol alternatives, providing opportunities for innovative beverage offerings that mimic traditional cocktails.
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Intimacy Reinvented — Rethinking intimacy in the context of alcohol abstinence creates a market for products and services that promote meaningful connections and mindful experiences.
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Gen Z Mindful Consumption — Gen Z's shift towards mindful consumption habits challenges the status quo, inspiring brands to innovate with new product lines that align with their values of moderation and wellbeing.
Industry Implications
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Alcohol-free Beverages — The alcohol-free beverage industry sees heightened demand as consumers increasingly opt for sophisticated non-alcoholic spirits and cocktails.
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Sexual Wellness — As attitudes towards sober intimacy evolve, the sexual wellness industry expands, integrating products that support deeper, more conscious relationship-building.
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Health and Wellness — Health and wellness sectors adapt to the rise of sobriety and moderation trends, offering novel solutions to individuals seeking healthier lifestyle alternatives.
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