Beer & Spirits

How 2021 Became the Breakout Year for Sober October

Zero-proof drink brands are amping up their marketing and shelf space as Americans embrace moderation

A bartender places a glass of non-alcoholic beer next to cans of Athletic Brewing alcohol-free beer cans — Athletic Brewing is one of several brands crafting alcohol-free alternatives to beer, wine and spirits.Athletic Brewing

By T.L. Stanley

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Sober October, a month when some drinkers give up alcohol for a pre-holidays reset, has been living for years in the shadow of its better-known teetotaler cousin, Dry January.

But that’s changing in 2021 as interest in the movement grows in the U.S., with demand for nonalcoholic beverages up 60% year-over-year through July, per Pattern data. More than half of Americans say they are actively trying to drink less alcohol, a number that shoots to 66% for Gen Z and millennials, according to Nielsen.

To

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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