# Dry January Content Series Seedlip Partners with Dorinda Medley for Dry January By Kalin Ned | Published 2026-01-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dry-january-content-series References: [legacy.newspressnow](https://www.legacy.newspressnow.com/multimedia/national_video/seedlip-the-non-alcoholic-spirit-and-dorinda-medley-answer-the-call-for-elevated-flavorful-drinks/video_ff1f8107-4ab8-59b2-bbb6-899b0aaa588f.html) [Seedlip](https://www.trendhunter.com/trends/yeah-its-a-drink), a leading producer of non-alcoholic distilled spirits, has initiated a collaborative [Dry January](https://www.trendhunter.com/trends/dash-and-dry-january) content series in partnership with television personality Dorinda Medley. At its core, this initiative aims to support consumers participating in Dry January by providing content and experiences that frame alcohol-free consumption as a sophisticated and socially inclusive practice. This partnership with Dorinda Medley is an extension of the brand’s broader 'Yeah, It's a Drink' anniversary campaign. The Dry January content series includes the creation of social media content filmed at Medley’s residence and a temporary public pop-up event in a major New York transit hub, where complimentary non-alcoholic cocktails will be served. The campaign’s central message positions Seedlip not merely as a substitute for alcoholic spirits but as a legitimate cornerstone for complex beverages that prioritize flavor, ceremony, and social connection irrespective of alcohol content. Image Credit: Seedlip ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 28% | Activity: 30% | Freshness: 62% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Alcohol-free Social Experiences:** Emerging as a mainstream movement, alcohol-free social experiences offer opportunities to create inclusive environments where non-drinkers feel equally engaged. - **Celebrity-driven Wellness Campaigns:** Leveraging celebrity influence extends brand reach and aligns products with lifestyle trends, creating opportunities for impactful consumer engagement. - **Premium Non-alcoholic Beverages:** The rise of premium non-alcoholic beverages caters to a growing demand for sophisticated alcohol-free options that emphasize taste and social experience. ### Where This Applies - **Non-alcoholic Beverage Industry:** The industry is expanding to feature complex, flavorful offerings that challenge traditional perceptions of non-alcoholic drinks as merely substitutes. - **Content Creation Industry:** An increased focus on lifestyle-driven content offers unique opportunities for partnership campaigns that highlight brand values and new consumer habits. - **Event Planning Industry:** The industry is evolving to accommodate alcohol-free events that maintain high levels of engagement and sophistication, catering to diverse social preferences. ## Related on Trend Hunter - [Non-Alcoholic Spirit Campaigns](https://www.trendhunter.com/trends/yeah-its-a-drink.md) - [Alcohol-Free New Year Campaigns](https://www.trendhunter.com/trends/dash-and-dry-january.md) - [Shareable Non-Alcoholic Spritzes](https://www.trendhunter.com/trends/non-alcoholic-spritz.md) - [Mocktail Advent Calendars](https://www.trendhunter.com/trends/mocktail-advent-calendar.md) - [Cocktail-Inspired Non-Alcoholic Beers](https://www.trendhunter.com/trends/cocktail-inspired-brews.md) - [Premium Zero-Proof Alcohol Alternatives](https://www.trendhunter.com/trends/sophisticated-alcoholfree-cocktails.md) - [Mocktail-Making Incentives](https://www.trendhunter.com/trends/tips-for-sips.md) - [Alcohol-Free CBD Beverage Menus](https://www.trendhunter.com/trends/the-alchemist-and-trip.md) - [Dry January-Themed Menus](https://www.trendhunter.com/trends/the-spicy-agaverita.md)