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Non-alcoholic brand De Soi, co-founded by global superstar Katy Perry, just launched an exciting campaign showcasing its new seasonal beverage in time for the holidays.
The first-ever limited-edition St.Moritz Mule is what Perry describes to be "winter in a glass."
Taking inspiration from the Moscow Mule, it contains sweet-tart pomegranate and cranberry flavors, with spicy and warm notes of ginger and a touch of rosemary.
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The non-alcoholic drink also contains L-theanine, reishi mushroom, and lion’s mane that calm you down and boost your mood with every sip.
"It’s like a festive little party for your taste buds, and makes me want to hit the slopes. Whether you’re celebrating with friends or just kicking back after a busy day, it’s the perfect cozy sip for the season," the "Teenage Dream" singer explained.
Overall, the mule is a complex yet refreshing drinking experience without a trace of alcohol.
A Ski Celebration
In celebration of the launch, the non-alcoholic beverage company has teamed up with Halfdays and Meier Skis for an exclusive "This Way to Après" giveaway, which runs from November 12 to 26.
One winner will get a chance to win a ski bundle worth over $4,500 containing:
- Custom De Soi x Meier skis
- Halfdays ski suit
- Ikon Pass
- Four packs of St.Moritz Mule
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In a statement to DesignRush, De Soi Director of Brand Marketing Amruta Vyas explained how the St. Moritz Mule campaign combines the beautiful imageries of winter and the vibrant spirit of après-ski culture:
"The creative direction, inspired by a captivating Oscar Calleja photo, emphasizes icy textures and dramatic contrasts that celebrate both the moment and the drink.
We amplified this vision through partnerships with design-forward & community-driven brands Meier Skis and Halfdays, creating a 360-degree campaign that blends community engagement with aspirational lifestyle marketing."
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By teaming up with other brands, De Soi is establishing itself as the go-to drink for ski enthusiasts and fans of non-alcoholic drinks this holiday season.
It's a brand marketing strategy that puts the company on the radar of the budding alcohol-free industry.
Perry isn't the only celebrity who joined the niche market.
Recently, Tom Holland launched his own non-alcoholic beverage company Bero, which may be the culmination of the "Spiderman" actor's journey to sobriety.
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