Context
The no/low-alcohol category peaks in January, but is still framed by restriction – a short-term reset rather than a lifestyle choice. Feragaia has the credentials to challenge this.
With a complex, craft-led liquid and strong Scottish provenance, the opportunity was to move beyond the “Dry January substitute” narrative and position moderation as something worth choosing year-round. To do that, we needed to win two key moments: festive drinking occasions, and the January reset that follows.
Strategic Insight
By embedding Feragaia into festive drinking moments first, we could normalise it within social occasions. Then, by owning Dry January with a distinctive serve and media push, we could reinforce it as a credible, desirable choice, not a fallback.
Creative Concept
We introduced The Sober Scotsman – a bold, flavour-led serve celebrating Scotland’s “Free Spirit” and redefining what a non-alcoholic drink can be.
The campaign spanned two cultural moments. Pre-Christmas, we secured placement in gift guides and festive drinking features. In January, we amplified the serve through expert voices, reviews and roundups, ensuring Feragaia was visible wherever consumers were actively reconsidering their drinking habits.
Full Colour
Result One:
Credibility through top-tier titles
Earned standout inclusions in The New York Times Wirecutter, The Times, and The i paper, positioning Feragaia as a serious contender within the non-alcoholic category.
Result Two:
Nationwide visibility at scale
Drove Dry January storytelling across 25 regional titles including Manchester Evening News, Liverpool Echo and Plymouth Herald, alongside key lifestyle and drinks media, ensuring broad consumer reach during a key sales month.
Result Three:
Owned festive & Dry January moments
Successfully bridged Christmas and Dry January, with coverage spanning gift guides, expert roundups and review pieces – embedding Feragaia into both celebration and moderation occasions.