# Intimate Alcohol-Free Campaigns CleanCo and Lovehoney Joined Forces for Anything But Dry January By Laura McQuarrie | Published 2026-01-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/anything-but-dry-january References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2026/01/cleanco-campaign-highlights-impact-of-alcohol-on-dating/) & [clean.co](https://clean.co/blogs/news/january-should-be-anything-but-dry?srsltid=AfmBOooa-5qWk1VbU90fT4T9n7KmNJrqMlK7Co1P31m0YTzE7VYRNRs2)  Alcohol-free spirits brand [CleanCo](https://www.trendhunter.com/trends/heavenly-desserts-and-cleanco) teamed up with Lovehoney for its Anything But [Dry January campaign](https://www.trendhunter.com/trends/dash-and-dry-january), 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. ## Trend Insights (Trend Hunter) - Score: 8.2/10 - Popularity: 91% | Activity: 94% | Freshness: 62% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **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. - **Intimacy Reinvented:** Rethinking intimacy in the context of alcohol abstinence creates a market for products and services that promote meaningful connections and mindful experiences. - **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. ### Industries Being Reshaped - **Alcohol-free Beverages:** The alcohol-free beverage industry sees heightened demand as consumers increasingly opt for sophisticated non-alcoholic spirits and cocktails. - **Sexual Wellness:** As attitudes towards sober intimacy evolve, the sexual wellness industry expands, integrating products that support deeper, more conscious relationship-building. - **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. ## Related on Trend Hunter - [Cocktail-Inspired Sparkling Waters](https://www.trendhunter.com/trends/ginger-lime-mule.md) - [Alcohol-Free Underground Campaigns](https://www.trendhunter.com/trends/bakerl00.md) - [Alcohol-Free Nootropic Drinks](https://www.trendhunter.com/trends/soba-circus.md) - [Alcohol-Free Salty Citrus Beers](https://www.trendhunter.com/trends/modelo-chelada-limn-y-sal-nonalcoholic.md) - [Low-Calorie Non-Alcoholic Draughts](https://www.trendhunter.com/trends/guinness-0.md) - [Bakery-Themed Cafe Beverages](https://www.trendhunter.com/trends/black-rock-coffee-bar-drinks.md) - [Alcohol-Free Martini Kits](https://www.trendhunter.com/trends/dry-january-dirty-martini-kit.md) - [Evening Bottomless Brunches](https://www.trendhunter.com/trends/evening-bottomless-brunch.md) - [Dry January Content Series](https://www.trendhunter.com/trends/dry-january-content-series.md)