Anya Hindmarch partners with The Dry Drinker for "Dry January" pop-up

British luxury accessories brand Anya Hindmarch, known for its quirky and experiential installations, has partnered with premium "no and low alcohol" drink retailer The Dry Drinker to open an off-licence pop-up.

The store, which is located on London's Pont Street in the evolving concept store Village Hall, will offer a selection of local and alcohol-free beers, wines and spirits by brands including Guinness, Adnams, Lucky Saint, McGuigan wines, Gordon's, Lyres Spirit, Three Spirit, Tanqueray and Seedlip.

Inspired by old fashioned off-licence stores, "Anya's Dry Drinker Off Licence" will also host tastings and events. The location will remain open until 10 February 2022.

Hindmarch said: "I have noticed that there is a real movement towards drinking less, so I wanted to open our first off-licence in the Village, but with a difference. If you are a new abstainer, a sober-curious or a mindful drinker, come and explore our low and no-alcohol off licence to discover some great new alternatives."

Stuart Elkington, founder of The Dry Drinker, added: "Low and no, as it's affectionately being called, alcohol alternatives now make up 1.3% of the total beverage alcohol market in the UK. And while, in some segments of the market, this is driven by short periods of abstinence, 18- to 34-year-olds are consistently seeking greater choice in the low alcohol space and, increasingly, the older generations are also getting in on the act too.

In September 2018 Anya Hindmarch brought the world's biggest beanbag to London Fashion Week. Referred to as the "Chubby Cloud", the beanbag was installed in the Banqueting House hall's underneath its magnificent Rubens ceiling. In February of the same year the brand sent a love letter to London in time for Valentines Day by installing a number of large inflatable hearts at key landmarks around the capital.