CleanCo campaign highlights impact of alcohol on dating
Non-alcoholic ‘spirits’ producer CleanCo has partnered with sexual awareness brand Lovehoney to promote moderation and sober sex in its ‘Anything but Dry’ January campaign.
Together CleanCo and Lovehoney have begun 2026 by seeking to highlight the ‘drink divide’ in romantic relationships, after research revealed the impact alcohol has on the sex lives of UK adults.
The independent Censuswide survey of 2,000 UK adults found that while 16% of Brits wouldn’t want their partner to drink at all, and 22% only socially, 42% of those surveyed said they want their partner to drink the same amount as them.
This data suggests that some relationships have a ‘sip-gap’, with 16% saying want their partner to drink less than them, and 6% more.
Gen Z are the most likely to want a sip-gap relationship, with 13% wanting a partner to drink more than them and 17% wanting one that drinks less.
In addition, one in five from the generation said alcohol was the cause of a past breakup.
The survey also found that 73% of Brits prefer meeting new people without having had any alcohol.
Despite this, 39% of people (and 43% of Gen Z) said they would feel more confident going on a first date where alcohol was available.
However, Gen Z are still generally choosing alcohol-free date locations, with the most popular activities being meal at a restaurant (39%), cinema (36%), and cooking together (31%).
As many as 15% said they have gone on a ‘datercise’ – done physical exercise on a date – which is more than any other generation.
An equal number from this generation also said they would like to meet a new partner at a book club (11%) or a night club (11%).
Sober sex on the rise
The research found that almost half of people in the UK (51%) have had drunk sex – a significant decrease from 2024, where Lovehoney research found 64% of respondents have had sex while intoxicated.
In the 2026 research, fewer than half of Gen Z (43%) and 18-24-year-old (38%) respondents said they have had drunk sex, suggesting that the ‘phenomenon’ may be on its way out entirely. This compares to 55% of both Millennials and Gen X who say they have had sex while intoxicated.
In addition, more than half of Britons said the ‘best sex they’ve ever had’ was while sober, compared to 23% when drunk, while 29% said they are more likely to enjoy the experience of sober sex compared with 18% preferring the opposite.
Sarah Mulindwa, Lovehoney’s sexual health expert, commented on the findings: “There are multiple reasons why the experience of sex is better when sober – not only are there physical effects of alcohol (such as the difficulty in getting an erection or becoming naturally lubricated) but also mentally, you are more likely to feel present and connected to a partner when sober.
“People often think that you need to be completely sober to notice health effects of not drinking, but in reality moderation is key, particularly when it comes to sex and relationships.”
Annabelle Knight, Lovehoney’s sex and relationship expert, added: “The new research shows a fascinating shift in how alcohol intersects with dating and relationships.
“Despite some people still feeling a little more confident on a first date with a drink, the majority are clearly valuing sober connections, particularly when it comes to initiating intimacy. Gen Z are increasingly choosing alcohol-free dates and creative ways to meet people – from restaurants, the cinema to cooking, book clubs or even ‘datercise’.
“In a world where so much of our interaction happens through a screen, it’s hardly surprising that people are now craving genuine human connection again. Analogue dating is a bit of rebellion against digital fatigue.”
She added: “The emergence of what we might call the ‘drink divide’ also shows how mismatched drinking preferences can create tension in relationships. Many people are now seeking partners who match their own approach to alcohol, and it’s not surprising that some relationships end because of differences in drinking habits. Ultimately, this is about people prioritising comfort, connection, and compatibility over liquid courage.”
Anything but Dry
With this research in mind, the two brands have come together to highlight that January should be ‘Anything but Dry’, pushing the message that moderating alcohol doesn’t have to mean ‘a mundane month’.
Spencer Matthews, founder of CleanCo, said: “Alcohol has a way of quietly influencing how we socialise and how we connect. January often brings a natural reset, with more people drinking less or going teetotal, but there’s still this idea that doing so means sacrificing fun or socialisation. From my own experience, rebalancing my relationship with alcohol didn’t mean giving anything up. I gained more energy, better focus, and an enjoyable social life.”
Launching with the Evolv Collection’s west London venue Bluebird Chelsea, CleanCo has created an ‘Anything But Dry’ clean cocktail menu, featuring bold, spicy twists on classic cocktails such as the ‘tantalising’ First Swipe and ‘tropical’ Slow Stroke.
The menu is said to bring CleanCo’s ethos that alcohol-free cocktails should be great tasting, served without compromise, with all of the ritual, flavour and finesse suited to a world-famous cocktail bar, to life.
“That’s exactly what ‘Anything But Dry’ is about,” Matthews added. “Whether it’s through the exceptional clean cocktail menu developed with Bluebird Chelsea, or simply choosing to be more present, we want to show that moderation doesn’t mean missing out, but can actually unlock better health and connection.”
The menu launched on Monday 19 January and will be available at Bluebird Chelsea until 14 February.
To extend the campaign, CleanCo and Lovehoney are offering a 15% discount across their e-commerce platforms using the code ANYTHINGBUTDRY for the duration of the menu, alongside a social media competition to win the ‘Anything But Dry’ co-branded goodie box.
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