No.3 Gin looks at Dry January through a Martini lens
Berry Bros & Rudd-owned No.3 Gin is combating the impact of Dry January on the on-trade with a month-long activation celebrating the Martini.
No.3 Organic London Dry Gin has reprised Dry Martini January for 2026 – a trade-led initiative designed to counter the impact of Dry January on footfall while celebrating the Martini in its purest form.
Running throughout the month, the initiative encourages bars to spotlight the Dry Martini using No.3 Gin, with participating venues featuring a dedicated Dry Martini January menu insert.
For every bottle of No.3 Gin sold by bars as part of the activation, £1 will be donated to Hospitality Action, a charity supporting people working in the sector.
Alicia Stark, global brand ambassador for No.3 London Dry Gin, said: “For the past week, my social media feed has been filled with weight loss adverts, 30-day fitness programmes, restrictive living and general content to inspire guilt in even the most confident person.
“The term ‘New Year, New Me’ is bandied around, as if there was something wrong with us in the first place. Although I am a big believer in balance, I don’t think the guilt should be attached. I believe January is about nourishment and that includes the soul.
“Dry Martini January is a nod to those focusing on this balance, in other words, drinking less but drinking better, as well as being our way [to] help give back and support a fantastic industry in a quiet and more uncertain time.”
More than 65 bars across the UK are taking part, spanning London, Manchester, Leeds, Liverpool, Cardiff and Bristol.
Participating bars include London venues Four Seasons Park Lane, Four Seasons Tower Bridge, Equal Parts, and Bloomsbury Club, as well as Blinker in Manchester, Sky Lounge in Leeds, Sister Ray in Liverpool, Picton & Co in Cardiff and The Milk Thistle in Bristol.
More than 25 accounts are introducing Dry Martini flights for the month, offering guests a trio of serves such as dry, wet and a twist.
Pricing for flights starts at £15 (US$20) outside London, and up to £28 (US$38) in selected London hotel bars.
Meanwhile, some venues are including a No.3 Organic London Dry Gin Martini as part of their own exclusive ‘Ginuary’ cocktail menus.
No.3 Organic London Dry Gin is available from fine wine retailers including Berry Bros & Rudd for RRP £39.50 (US$53.20). It is presented at 46% ABV.
In our feature predicting the cocktail trends for 2026, we forecast that tiny cocktail flights will be big this year.
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