Counter Culture exists for two reasons - to bridge the divide between alcoholic drinks and soft drinks and to use our business as a vehicle to fundraise for causes that share our values. We see Alcohol Change UK as one of these causes and are honoured to be the Official Kombucha of the 2025 Dry January® challenge.
January 2025 |
7 minutes
Counter Culture are honoured to be the Official Kombucha of the 2025 Dry January® challenge!
Our Story
We’re Tom and Harry, co-founders of Counter Culture and long time friends. While both taking several months off from drinking alcohol, we became fascinated by the level of social acceptance alcohol has in society. We were also revelling in the benefits of increased energy, better sleep and sharper focus.
During this time we each discovered kombucha was often taking the place of alcohol. We started brewing it at home and unlike non-alcoholic beer, we felt fulfilled when drinking it and not as if we were missing out on something.
For the Dry January® challenge and beyond
January 2025 marks our first year as an Official Partner, so we felt like we needed to make a good first impression. We enjoy the challenge of creating new recipes and artworks, so we were pumped when the team at Alcohol Change UK gave us the green light to work on a new drink to honour the Dry January® challenge.
How we developed the drink
We decided the key objective of the drink should be to draw awareness to the Try Dry® app. We are great fans of the app and really advocate for the habit-forming nature the tracking provides. We started with the key brand elements of Try Dry®, namely the Teacup logo and the bold yellow brand colour.
For the label, we went down the rabbithole with our resident artist Zubieta on a concept that reinterpreted the Teacup in our own weird and wonderful way. For the recipe, the bold yellow colour inspired us to get creative with citrus flavours.
We had several names in mind but ended up opting for the straightforward impact of “Try Dry®”.
Citrus Yuzu Organic Kombucha Soda
A common go-to option for non-drinkers is Lime and Soda, but isn’t it time for something a little different? Given the flavour complexities achieved during its fermentation, we believe kombucha is a fantastic alternative to alcohol and want to make its presence in pubs, bars, taprooms and restaurants the norm. If you like Lime + Soda, we think you’ll love Try Dry®.
As the Official Kombucha of the Dry January® challenge, Counter Culture are offering a huge 20% off on their website!
To take advantage of the discount, visit their website using the button and use code DRYJANUARY20 at checkout.
