Presha Chokshi
Marketing Executive
With alcohol-free challenges like Sober October and Dry January gaining popularity, consumers have been ‘raising the bar’ when it comes to mindful drinking. But are these challenges actually promoting lasting habits, or does Sober October simply end with a ‘boo’zy Halloween party? To find the answers, we used our end-to-end insights platform, SBX, to capture the thoughts and experiences of 315 consumers aged 18-69 years across the USA and the UK.
Are consumers making ‘pour’ decisions?
69% are aware of both Sober October and Dry January, with October's challenge (18%) having a slight edge on January’s (13%) when it comes to awareness. The UK shows slightly higher awareness than the US with 4 in 5 aware of both challenges. Currently, an impressive 81% of respondents are participating in Sober October, while nearly half of those sitting out plan to try Dry January in 2025 (45%) and a further 28% are on the fence.
Participation in the challenge has been driven by motivations like health and well-being (51%), reducing/maintaining alcohol intake (30%), achieving or maintaining sobriety (18%), family influence (17%), personal growth or self-improvement (16%) and weight management (16%).
Are brands biting off more than they can ‘brew’?
When it comes to non-alcoholic alternatives, most participants are sticking with traditional options over direct substitutes, like plain water (66%), carbonated drinks (57%), caffeinated drinks (52%) and fruit juices (46%). Only 15% are reaching for non-alcoholic versions of alcoholic beverages.
Ghosting the ‘boos’
Despite Halloween’s reputation for party indulgence, it hasn’t swayed many - 66% are committed to sticking to their alcohol-free goals even during social gatherings, with less than 1 in 4 saying they're likely to break their sober streak at social gatherings.
Peer dynamics are Sober October's ultimate trick-or-’threat’: 31% admit social pressure might tempt them to ‘ghost’ their commitment at Halloween events, followed by socialising (16%), to have fun (14%) and temptation (12%).
Yet despite this social influence, there’s a strong ripple effect from Sober October - 62% of participants are eager to take on Dry January as well and only 6% aren’t interested in taking part at all, reinforcing the challenge's lasting impact on lifestyle choices. Many pre-empt sustained changes post-challenge, with 46% focusing on maintaining reduced or mindful consumption, 28% adopting an alcohol-free lifestyle, 26% noting health improvements, 18% experiencing improved self-control and 6% turning to non-alcoholic alternatives instead of 'boos'.
How can brands toast to these sober months? 🔎
1. Sober-centric campaigns and activations:
Brands can leverage the growing crossover from Sober October to Dry January by creating community-driven, sober-friendly campaigns. With social pressure and socialising often tempting participants to break their streak, consider offering non-alcoholic events/experiences or wellness activations where consumers can have fun, socialise, and avoid peer pressure. Engaging, fun social media strategies - like sharing non-alcoholic cocktail recipes or prompting user-generated content could amplify this impact. A “sober series” with rewards for completing both challenges also offers an ideal opportunity for brands to foster sustained engagement and deepen brand loyalty.
2. Functional non-alcoholic options:
With 66% opting for plain water and 57% choosing carbonated drinks, only 15% are reaching for non-alcoholic versions of alcoholic beverages. This preference signals an opportunity to elevate non-alcoholic options by focusing on health and wellness. Consider expanding your range with unique offerings like adaptogenic sparkling waters, wellness teas, or herbal-infused sodas, reflecting consumers' demand for functional, refreshing alternatives. Adjusting communications to emphasise these trends can also resonate more deeply with consumers seeking mindful drinking choices.
Brand Spotlight
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