As the dreamy duke from Bridgerton, Regé-Jean Page worked his smoldering magic to win over his on-screen love interest, along with a massive Netflix audience.

In a commercial for Seedlip, the heartthrob exercises his literal sleight of hand to promote the booze-free spirits brand and drop a new tagline, “Choose Different.” 

The spot debuts during Sober October, an increasingly popular challenge with those moderating their alcohol intake or abstaining all together. It intends to get a jump on the key holiday selling season, with the resolution-heavy Dry January just around the corner. 

The timing also coincides with an explosion in the non-alcoholic category—now jam packed with nascent brands—and represents the most significant Seedlip campaign since liquor giant Diageo acquired a majority stake in the company in 2019.

Seedlip, as a forerunner in the space since its 2015 premiere, aims to “fortify our leadership position,” according to Nicholas Rowland, senior marketing manager. “We want to future-proof ourselves and get the message out there because with each new product that launches, new consumers are entering the category.”

“Choose Different” is “an opportunity to evolve the brand’s place in culture as more people seek out balanced drinking options,” per Kavitha Krishnamurthy, general manager of Diageo NA beverages. 

One in 4 Americans is aware of the sober curious movement, with 34% reporting that they are committed to drinking less alcohol in 2023, according to a survey from NC Solutions. One in 3 learned about the modern temperance movement from friends and family, while 63% saw related posts on social media.

The same research found that 36% of Americans have tried NA beer, while 22% of newbies would like to try it; 32% would sample alcohol-free wine and spirits.

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