Dry January Campaign

Torstig brought the first alcohol free bar to London, much to the joy of Dry-Janners across the city. Serving up premium alcohol-free cocktails, beers and wines, you won’t find anything above 0.5% ABV (but it’s all so good, you won’t even want to). They set out to challenge London’s perception of what nightlife really means – and challenge it they did.

Torstig came to us for help promoting their month-long London Dry January pop-up. We positioned founders Luke and Emmi as the cutting edge of the no and low alcohol scene and with the only true alcohol-free bar in London.

Key success markers for the launch included 48 pieces of media coverage, including in the following titles:

• London on the Inside
• Time Out
• Stylist
• Vice

Other key results included:

• 21 Press and Influencer visits
• Total reach of 847,991,708