As Dry January inspires millions to take a break from alcohol, St. Agrestis is redefining the non-alcoholic cocktail experience with the launch of a new brand platform, “The Party is in You.” The platform is debuting with a 30-second spot, “Happy Hour Is a State of Mind.”
Led by award-winning creative director Olivier Agostini, the campaign invites drinkers and non-drinkers alike to experience the joy and confidence that comes from within. Featuring St. Agrestis’ bestselling Phony Negroni, the spot challenges common perceptions of non-alcoholic beverages by showing that non-alcoholic doesn’t have to mean compromising on style, sophistication or taste.
“Dry January provides the perfect moment to showcase the magic of non-alcoholic cocktails,” says Agostini. “‘The Party is in You’ celebrates individuality and self-expression, reminding everyone that happiness is a state of mind, whether or not alcohol is part of the equation.”
Blending nostalgia and modernity, the campaign spot introduces an eclectic cast of characters whose ordinary worlds are transformed by the arrival of the Phony Negroni. From a talking stuffed jackalope, to a gamer pouring a bottle that emerges from his computer screen, the spot uses humor and surrealism to showcase the brand’s transformative power.
The cast includes Anand Amritraj, a former professional tennis player from India known today for his singular fashion sense.
The spot concludes with the striking shot of a floating Phony Negroni bottle pouring endlessly over ice, accompanied by the voiceover and tagline, “non-alcoholic, 100% You. The Party is in You.” It’s intended to demonstrate to both drinkers and non-drinkers that non-alcoholic doesn’t mean non-fun or non-flavor.
“At St. Agrestis, we’re committed to redefining how people view non-alcoholic beverages,” said Matt Catizone, Chief Marketing Officer & Managing Partner at St. Agrestis. “The campaign challenges the outdated perception that non-alcoholic options are less fun. With the Phony Negroni, we’ve created a premium, stylish drink that brings people together without sacrificing quality, flavor, or the joy of the moment.”
The campaign launched Jan. 6 across digital, social, and streaming platforms, inviting everyone to make the most of Dry January in style. Future extensions of the platform, aimed at further solidifying St. Agrestis’ reputation as a global leader in non-alcoholic spirits, will roll out later this year.
