Going Dry: The Movie Official Partnership Opportunities
Going Dry: The Movie Official Partnership Opportunities
Put your brand at the forefront of the alcohol-free conversation as Dry January gets underway.
London 10th November 2026… Going Dry: The Movie premieres online worldwide on Saturday 2 January 2027, with a limited number of Official Partner packages now available.
This is a great opportunity to align your brand with a world-first feature documentary at one of the biggest moments in the alcohol-free calendar and reach people as they rethink their drinking habits and look for something new to try.
Billed by its makers as a world first, the film is hosted and produced by Andy Ramage, known as the ‘Godfather of the Alcohol-Free Movement’.
It follows six everyday ‘middle-lane’ drinkers from the UK, Canada and the US. They drink regularly and want to find out what might change if they took a break. As they spend up to 90 days without alcohol, the film tracks their blood test results, health, happiness and relationships. It also features interviews with Professor David Nutt, Dr Rangan Chatterjee and Rich Roll.
An estimated 2.5 billion people worldwide drink alcohol. The filmmakers put the number of ‘middle-lane’ drinkers at around two billion.
The premiere comes right at the start of Dry January. Alcohol Change UK estimated that 17.5 million UK adults planned to take a month off alcohol in January 2026.
“The campaign gives Official Partners brand visibility at the worldwide premiere and drive product trial through sampling at hosted screenings,” says Nigel Jones, Managing Director of Purple Tangerine, which is handling the film’s sponsorship and partnership marketing.
“You see what taking a break from alcohol looks like in the moments when you’d usually have a drink, whether that’s unwinding after work or meeting friends. The premiere brings together people who are curious about making a change of their own. At the watch parties, partners can give people something to try while they talk about the film, whether that’s a tasting on the night or a sample to take home.”
What Official Partners receive
The sponsorship campaign runs from November 2026 to February 2027, with one Official Partner per category. Opportunities include alcohol alternatives, health drinks, fitness and training, sleep and recovery, nutrition and supplements, and health testing and wearables.
- Use the Official Partner designation and approved film artwork in marketing, trade PR and buyer presentations.
- An advert shown ahead of the premiere and receive recognition during the live introduction and in premiere emails.
- Reach audiences through Andy Ramage’s podcasts, newsletter and free alcohol-free challenge.
- Include product samples in watch-party packs and arrange a live session with Andy for employees or customers.
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