Wolfie’s whisky ad challenges Dry January
Sir Rod Stewart’s Wolfie’s whisky brand has launched an ‘anti-Dry January’ campaign that embraces “choice, balance and not taking life too seriously”.
The campaign, launched to coincide with Blue Monday (19 January) this week, aims to challenge Dry January culture while “doubling down on the brand’s rebellious, good-times-first approach to whisky”.
The new campaign is rolling out across ‘high-impact’ out-of-home sites in Amsterdam and is supported by a UK-wide social activation.
At the heart of the creative is a visual that previously received a complaint to the UK’s Advertising Standards Authority (ASA), which the brand said resulted in a fine for “pushing too far against conventional norms in alcohol advertising”.
Instead, the brand has brought the visual, featuring the words ‘F*ck Dry January’, to Dutch streets.
“We’ve never been about telling people how to drink, or when not to drink,” said Duncan Frew, who co-founded Wolfie’s with music icon Rod Stewart in 2023.
“Dry January is everywhere, but Wolfie’s exists for people who want to enjoy themselves, responsibly, without being told they’re doing it wrong.
“This campaign is about choice, balance, and not taking life (or whisky) too seriously. To remind everyone that you are allowed to let your hair down, even if it’s January.”
Wolfie’s is also running a UK Instagram competition giving away 50 bottles a week in support of its “anti-Dry Jan messaging”.
Wolfie’s whisky experienced its strongest trading year to date in 2025, with Germany becoming its fastest-selling launch market.
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