August 31, 2021, Montreal, Quebec – One year after making the decision to stop drinking, Quebec influencer and personality Lysandre Nadeau is celebrating her first year of sobriety in collaboration with St. Regis Dealcoholized Wines.
To mark the milestone, Dreww and Urbania produced a video in which Lysandre opens up about her past relationship with alcohol, the moment she realized it had become unhealthy, and the role that dealcoholized products have played in helping her build a new lifestyle. The result is a personal and honest piece of content that invites people to reflect on their own consumption without judgment.
Lysandre’s decision to stop drinking began in the summer of 2020, following a period of public reflection and introspection. As she looked more closely at her habits, she realized that alcohol had become a toxic presence in her life and that it was affecting her relationships with others. From there, she made the decision to remove alcoholic beverages from her daily routine and replace certain habits with dealcoholized alternatives.
“When I realized that Lysandre Nadeau was celebrating her first year of sobriety at the same time as the brand-new St. Regis dealcoholized Spritz was hitting shelves, I thought it was the perfect opportunity to tell Lysandre’s story and share her journey with alcohol. I’m very proud of this project,” says Andrew Johnson, Founder and President of Dreww.
This is not the first collaboration between Lysandre and St. Regis. In December 2020, Dreww launched Sans Modération, a campaign created to introduce consumers to non-alcoholic alternatives during the holiday season, a period often associated with heavy drinking and celebration. The campaign helped reposition St. Regis beyond its traditional perception as a product mainly intended for pregnant women or breastfeeding mothers, opening the brand to a broader and younger audience.
Nearly one year later, this new video continues that conversation. Since St. Regis products have been part of Lysandre’s sobriety journey, the collaboration felt natural. The video also introduces the brand’s newest product, the St. Regis dealcoholized Spritz, a ready-to-drink alcohol-free cocktail.
Through this project, Dreww, Urbania, St. Regis, and Lysandre are helping normalize conversations around sobriety, especially among younger audiences. The video does not present sobriety as a trend or a statement. Instead, it tells the story of a personal decision, the challenges that came with it, and the possibility of celebrating differently.
The St. Regis Dealcoholized Spritz
St. Regis Spritz is a ready-to-drink alcohol-free cocktail. Bright orange and effervescent, it features a light bitterness and a touch of sweetness, complemented by herbal notes. Carefully selected ingredients make this medium-bodied beverage a unique tasting experience inspired by the Italian dolce vita.
About St. Regis Wines
Made from grapes grown in some of Europe’s finest vineyards, St. Regis dealcoholized wines and sparkling wines are carefully crafted to offer consumers a high-quality product that can rival alcoholic wine, without the added calories or headaches.
About Dreww
Dreww is a digital advertising agency and multidisciplinary production studio. It is a collective of digital natives working together to propel brands online.