Seedlip partners with Real Housewives star for Dry January
Diageo-owned non-alcoholic ‘spirit’ Seedlip has teamed up with TV personality Dorinda Medley this January as part of its ‘Yeah, It’s a Drink’ campaign.
The campaign, fronted by The Real Housewives of New York City cast member Medley, encourages consumers to stay committed to their Dry January objectives.
Seedlip’s 10th anniversary ‘Yeah, It’s a Drink’ campaign launched in November 2025. The initiative seeks to redefine the modern drinking experience by emphasising sophistication, flavour, presence, and connection over alcohol content.
David Crooch, general manager of non-alcoholic beverages at Diageo, said: “We want to empower consumers by offering more choices during Dry January. We’re excited to see mindful drinking gain momentum and non-alcoholic choices expand.
“The ‘Yeah, It’s a Drink’ campaign and new Dry January programming are reminders that Seedlip stands on its own, not just a substitute. It’s about giving people the confidence to make their own choice on what they’d like to drink and helping them feel included in any social moment.”
Seedlip is kicking off its campaign this January by bringing the modern drinking message to life with its first social media content.
The campaign features a video filmed at Medley’s Bluestone Manor, in which she demonstrates that participating in Dry January doesn’t mean you have to miss out on fun experiences while enjoying alcohol-free options.
Medley commented: “Dry January doesn’t have to feel boring or restrictive. I love that Seedlip offers a cocktail that feels elevated and delicious without compromise. I had so much fun working with the Seedlip team, it felt like a typical catch-up with a friend over drinks, and I hope it inspires everyone to enjoy their January the same way.”
Watch Seedlip’s Dry January campaign video below:
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