Launching our "Anything but Dry" campaign with Lovehoney & Bluebird Chelsea

This January, we’re challenging the idea that great nights - and great connections - need alcohol to flow.

In partnership with Bluebird and Lovehoney, we’re celebrating a new era of sober curiosity, better pleasure, and more meaningful ways to meet with an exclusive event and new menu that celebrates everything that's great about being sober.

Rethinking drinking this Jan

We're rethinking drinking this January, and what we gain when we do a little less of it. From improved health and mental clarity to better sleep, confidence, dating and sex life, this is about feeling good, staying social and tapping into your true potential.

New insights from Lovehoney has recently revealed how socialising, dating and connection are changing - particularly among younger generations.

The Cultural Shift Behind Anything But Dry

New research from Lovehoney highlights a broader shift in how people are approaching connection, intimacy and social life - one that aligns closely with sober curiosity and more intentional ways of meeting.

Purposeful Pleasure

In 2026, Gen Z are rejecting the idea of being a “celibate generation” and instead embracing intentional, meaningful intimacy - a shift Lovehoney describes as Celiba-Z.

- 41% of Gen Z say they care about emotional context over casual encounters
- Just 19% have met a partner in a nightclub
- Over half (51%) are still sexually active weekly - showing it’s not about less connection, just different connection

Pleasure is becoming more thoughtful, present and deliberate and we’re here for it.

Analogue Dating

Plus, their research highlights a shift in how people are meeting. With dating app fatigue at an all-time high, more people are turning to real-world ways of meeting with a focus on good food, arts, social clubs, fitness and more to spark connection rather than relying on alcohol.

- Only 30% of Gen Z have met a partner via dating apps, compared to 35% of millennials
- Offline formats like run clubs, speed dating, supper clubs and phone-free events are on the rise
- Workplace connections are also seeing a quiet resurgence as people spend more time together in real life

Connection is moving away from screens and back into shared spaces - exactly what Anything But Dry celebrates.

Get a taste of the "Anything but Dry" clean cocktails available at Bluebird Chelsea between 19^th Jan - 14^th Feb.

A Morning Of Connection At Bluebird Club

To launch the partnership, we kicked off with an energising morning designed to spark conversation, movement and connection - finished, of course, with great alcohol-free cocktails.

The Spark: Wellness Talk

Spencer Matthews (founder of CleanCo) led an open and honest conversation on drinking less and what it can unlock with Lovehoney experts Sarah Mulindwa (Sexual Health Nurse & TV Presenter) and Annabel Knight (Sex & Relationship Expert, Author) exploring how moderation can positively shape confidence, dating and intimate wellbeing.

The Build: Run Club

Next, guests laced up for a relaxed 5km run down to Battersea park, led by wellness influencer Oenone Forbat, alongside our founder Guinness World Record–breaking Spencer Matthews.

The Clean Finish

After the run, the Bluebird gave an early taster of CleanCo’s alcohol-free cocktails and the "Anything but Dry" clean cocktail menu in the courtyard.

Crisp, refreshing and proof that wholesome mornings can still end with a great drink.

Explore the menu

Our exclusive Anything But Dry menu is live from 19^th Jan - 14^th Feb at Bluebird, bringing you delicious alcohol-free cocktails that are just as special as the real thing.

You'll find four serves with naughty/nice naming to whet your appetite.

Take a look at what's on the naughty list below. Worth popping in for, we think.

Plus, Enjoy A Gift On Us, Because...

Teaming up with Lovehoney means we're able to share with you a unique discount code to grab some gifts for yourself (or loved ones). Simply apply the code ANYTHINGBUTDRY between now and February 14th and redeem 15% off your basket on Lovehoney.com or on our own CleanCo shop.

Whether you’re sober-curious, dry-by-choice or simply looking to start January differently, Anything But Dry is an invitation to rethink how we drink, meet and connect.

• Ts&Cs: Promotion code ANYTHINGBUTDRY is valid until Saturday 14th February 23:59 GMT. Add code in checkout to receive 15% off your order - some exclusions may apply.