Hold Me Closer… Sober Dancer

The progression from stage to vineyard is fast becoming a well-trodden path for pop icons. Following in the footsteps of Kylie Minogue and Gary Barlow, Elton John has kicked off the year by launching his own 0% fizz: "Elton John Zero Blanc de Blancs".

The timing couldn’t be better. As Dry January rolls around once again, Alcohol Change UK estimates that almost one in three Brits (32%) plan to cut out alcohol this month. While Dry January continues to dominate headlines, the wider picture tells a bigger story: teetotalism is on the rise globally, driven by a generational shift in attitudes towards drinking and a fading stigma around sobriety.

Today’s modern drinker is rethinking celebration. Toasting, partying and marking life’s moments no longer have to come with the headache or the guilt the next day. Designed by Elton John and his husband David Furnish, the new drinks brand aims to ensure non-drinkers are included at every celebration. As Elton John has put it, even teetotal guests should be able to raise a glass at a party.

In an interview with the Drinks Business, Elton describes his ambition is to capture “the elegance, effervescence and joy of traditional Blanc de Blancs, without compromise.”

#SlurpOrSkip pending.