How Heineken 0.0 Became America's No. 1 Nonalcoholic Beer

U.S. CMO Jonnie Cahill on spending $50 million annually to grow the brand

How do retail media networks factor into smart martech? Find out at the Retail Media Summit, on November 2. Save your spot—and 35%.

As alcohol companies adjust to the rising prominence of Dry January, another month of people encouraging each other to take a break from the bottle is emerging: Sober October.

These chunks of the calendar don’t exist in isolation, however. Interest in abstaining from alcohol appears to be growing all year long.

On Reddit, visits to the community r/StopDrinking have surpassed 63 million, up 18% compared to last year, according to the social platform. TikTok videos with the hashtag #SoberCurious have received more than 230 million views since the category went live.



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