January 2026 will see No.3 Organic London Dry Gin return with Dry Martini January, a trade-led initiative designed to counter the impact of Dry January on footfall while celebrating the Martini in its purest form.
Running throughout the month, the initiative encourages bars to spotlight the Dry Martini using No.3 Gin, with participating venues featuring a dedicated Dry Martini January menu insert. For every bottle of No.3 Gin sold by bars as part of the activation, £1 will be donated to Hospitality Action, the charity supporting people working across hospitality.
More than sixty five bars across the UK are taking part, spanning London and cities including Manchester, Leeds, Liverpool, Cardiff and Bristol. Participating venues include T4S Park Lane, T4S Tower Bridge, Equal Parts, Bloomsbury Club, Blinker in Manchester, Sky Lounge in Leeds, Sister Ray in Liverpool, Picton and Co in Cardiff and The Milk Thistle in Bristol.
Over twenty five accounts are introducing Dry Martini flights for the month, offering guests a trio of serves such as dry, wet and a twist. Pricing for flights start at £15 outside London, and up to £28 in selected London hotel bars. Meanwhile, some venues are including a No.3 Organic London Dry Gin Martini as part of their own exclusive “Ginuary” cocktail menu.
Dry Martini January positions the Martini not as a trend but as a cornerstone of the modern bar, while drawing guests back through the doors in hospitality’s quietest month.
Alicia Stark, the Global Brand Ambassador for No.3 London Dry Gin, says: “For the past week my social media feed has been filled with weight loss adverts, 30 day fitness programs, restrictive living and general content to inspire guilt in even the most confident person. The term ‘New Year New Me’ is bandied around (as if there was something wrong with us in the first place), and although I am a big believer in balance, I don’t think the guilt should be attached. I believe January is about Nourishment and that includes the soul. Dry Martini January is a nod to those focusing on this balance, in other words drinking less but drinking better, as well as being our way we can help give back and support a fantastic industry in a quiet and more uncertain time.”
No.3 Organic London Dry Gin was created with the Martini in mind and remains the world’s most awarded London Dry Gin, known for its juniper-led profile and precision balance behind the bar. It was two years in the making: a pursuit of perfection between master distillers, leading bartenders, and Dr. David Clutton, the only person in the world with a PhD in gin. The result is a spirit of unrivalled quality and character.
No.3 Organic London Dry Gin (£39.50 RRP, 70cl, 46% ABV) is available from fine wine retailers including Berry Bros. & Rudd.
