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

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

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.

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