Normalized Sobriety

"Dry" nights out increase in availability due to Millennial demand

Implications - Where once, an alcohol-free night-out might have seemed unappealing to some, the promotion of sobriety in a social setting today acts as a key value proposition for many party purveyors. By providing party-goers with a safe, fun and stigma-free space to let loose, brands are able to capitalize on a growing market. While motivations to abstain from drinking varies, two of the key drivers here include the heightened financial and health contentiousness of Millennial consumers.

Workshop Question - In what ways have Millennial consumers changed your industry and how has your brand adapted?
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Jun 18 - Nov 18
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Featured Examples
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SCORE 6.8
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Distilled Zero-Proof Spirits
Strykk Emulates the Flavor of Gin and Rum with 'Not Gin' & 'Not Rum'
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This Year and Warm 238 Clicks Pub: Jul 19, 18
Humorous Drinking-Enablement Ads
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Vulnerability-Exploring Events - New York City's Club SÖDA Promotes Conscious Drinking Choices
SCORE 3.1
This Year and Mild 124 Clicks Pub: Jun 13, 18
Vulnerability-Exploring Events
New York City's Club SÖDA Promotes Conscious Drinking Choices
For many, it can be difficult to determine exactly how social drinking has impacted them, but for those who are looking to explore how their drinking may contribute to their unhappiness, Club SÖDA... [More]
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