Golden X Dry January: Reflections

When I tell people I’ve started a drinks brand, the first question is often, “What percentage are they?” It’s a fair assumption—here in New Zealand, most new drinks brands are launching some kind of RTD. But what’s more revealing is the idea behind the question: that a drink needs alcohol to matter.

The truth is, drinking habits are changing. Globally, and here in New Zealand, people—especially younger generations—are drinking less. It’s not always about giving up alcohol entirely, though for some, that’s the right choice. History shows us that alcohol has a way of sticking around. But what’s changing is how people are reframing its role in their lives—whether for their health, their relationships, or simply to feel more present in social settings.

Golden wasn’t created to be a mixer, though it pairs beautifully if that’s how you enjoy it. It wasn’t designed to mimic anything alcoholic, either. Instead, Golden was crafted to celebrate the best of New Zealand—bringing together natural ingredients from local beekeepers and orchardists to create nostalgic, refreshing flavours. It’s a drink that’s as much about connection to our backyard as it is about offering something better-for-you.

I never set out to create a “sober curious” drink, but it’s been eye-opening to see Golden embraced in that space. We’re proud to be part of a movement that’s redefining drinking culture—one where people feel confident to drink less without judgment and make choices that reflect their values. That’s the kind of change we want to support. 

Stay Golden.