Premium distilled non-alcoholic spirit Ceder’s is inviting consumers to ‘Live Free Spirit’ and embrace different challenges and activities through its ‘January. It’s Anything But Dry’ campaign.

The campaign encourages consumers to start the year by making the most of every moment and embracing January to the fullest. Throughout the month, Ceder’s will be sharing a weekly Instagram challenge with its followers to bring to life what Live Free Spirit means, by pushing people out of their regular routines, and demonstrate that January is anything but dry. Followers will be invited to take part for a chance to win a bottle of Ceder’s, and the campaign will also be supported by influencer engagement.

“January is usually filled with short days, long nights and cold weather and we tend to use the time to focus on restrictions,” said Pernod Ricard UK Marketing Director, Leanne Banks. “Ceder’s is all about zero moments missed so that you can embrace life to the full and Live Free Spirit, and our new campaign aims to inspire consumers to start the year right and try new things.”

The Ceder’s recipe has been developed by distilling both classic gin botanicals like juniper with more exotic botanicals like rooibos and buchu, sourced from the Cederberg Mountains of the Western Cape in South Africa, from where Ceder’s takes its name. Available in 500ml bottles, Ceder’s is available from Tesco, Waitrose, Ocado, Amazon and The Whisky Exchange.