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 - Jul 18
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Featured Examples
Sobriety-Focused Festival Initiatives - Shambhala's Camp Clean Beats is Drug and Alcohol-Free
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This Year and Warm 484 Clicks Pub: Jun 13, 18
Sobriety-Focused Festival Initiatives
Shambhala's Camp Clean Beats is Drug and Alcohol-Free
Shambhala Music Festival occurs every summer at the Salmo River Ranch in the West Kootenay region of British Columbia, attracting music and art fans from all of the world, as well as a group of... [More]
Alcohol-Free Cocktail Bars - Seedlip's 'N o l o' Cocktail Bar Serves No-Alcohol & Low-Alcohol Drinks
SCORE 7.5
This Year and Hot 493 Clicks Pub: Jul 19, 18
Alcohol-Free Cocktail Bars
Seedlip's 'N o l o' Cocktail Bar Serves No-Alcohol & Low-Alcohol Drinks
As a non-alcoholic spirits brand, Seedlip has put together many innovative products, menus and even a cocktail recipe book for those looking to limit or cut their alcohol consumption—in this same... [More]
Humorous Drinking-Enablement Ads - Heineken's Now You Can Celebrates Drinking Non-Alcoholic Beer
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This Year and Warm 158 Clicks Pub: Jul 19, 18
Humorous Drinking-Enablement Ads
Heineken's Now You Can Celebrates Drinking Non-Alcoholic Beer
To complement the release of its alcohol-free beer, Heineken has launched an expansive campaign dubbed ‘Now You Can.’ The series of advertisements are designed to promote the consumption... [More]
Vulnerability-Exploring Events - New York City's Club SÖDA Promotes Conscious Drinking Choices
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This Year and Mild 101 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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