How Nonalcoholic Brands Amped Up Collaborations for Dry January and Beyond

Katy Perry moonlights at a booze-free bottle shop as part of a growing partnership trend

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Katy Perry, armed with a feather duster, goes to work tidying a shelf of booze-free booze at a speciality retailer called Boisson. She also fusses over a window display filled with flowers, fruit and glassware on a table set for an upscale cocktail party.

While the famous pop singer playfully refers to herself as “the newest sales associate” in her Instagram post, Perry isn’t moonlighting at the store. Well, not exactly. 

She’s stumping for De Soi, the line of nonalcoholic aperitifs she founded with friend Morgan McLachlan last year, while promoting a Dry January collaboration that includes limited-edition product bundles and a ticket giveaway for her Las Vegas residency.

The combination of sleek boutique Boisson and superstar Perry, with her millions of followers on Instagram alone, shows how far the sober-curious movement has come in a few short years.



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