Non-alcoholic spirit brand Caleño Drinks has activated a UK summer media campaign with the tagline: ‘Say Yes to a Summer of No Regrets'. The media blitz consists of out-of-home advertisements, brand partnerships and PR activations over the course of the next four months. Adverts will be placed at retail and rail sites, while the group works with influences to target TikTok and Instagram users. The brand has shaped its campaign around a previous Dry January media drive, which sought to teach the public about no and low alcohol drinks. A mobile sampling Jeep will travel across the UK hosting events in major cities as part of the summer-long campaign. . “This activity will reframe the idea that you need to drink alcohol this summer to have a good time, and encourages consumers to release their inhibitions and live a summer of no regrets," said Caleño Drinks founder Ellie Webb. "We’ve experienced remarkable triple digit growth over the last year, whilst securing global distribution and extending listings in both on and off trade. We intend on accelerating even further with our summer campaign to build on our momentum." The zero-alcohol spirit category has exploded in the UK in recent years, with GlobalData research from 2020 suggesting the segment will have doubled in size by 2025. Last month, Mahala Botanical debuted its South African alcohol-free spirit in the country. Why e-commerce is a channel brand owners must target - and fast - Click here for a Just Drinks focus