# Sober October Campaigns Kit NA Brewing Launched 'Under Your Own Influence Sober October' By Laura McQuarrie | Published 2024-09-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sober-october-campaign References: [app.viralsweep](https://app.viralsweep.com/sweeps/full/3eef15-186855?framed=1)  A quarter of Americans participated in 'Dry January' in 2024 and for October, non-alcoholic craft beer brand [Kit NA Brewing](https://www.trendhunter.com/trends/non-alcoholic-starter-pack) launched a new campaign, 'Under Your Own Influence [Sober October](https://www.trendhunter.com/trends/sober-chic).' According to Jayme Brown, Director of Marketing at Kit NA Brewing, "Our Sober October campaign is all about encouraging people to take a mindful break from alcohol and focus on personal growth in a way that's both enjoyable and rewarding." The idea of committing to a dry month sometimes deters drinkers who believe they'll have to compromise their personal preferences and forgo social opportunities, but this Sober-October campaign proves otherwise. Kit NA Brewing is also offering consumers the chance to win an October giveaway that inspires resting, recharging, and resetting with a '[Yeti](https://www.trendhunter.com/trends/yeti-3) Roadie 32 Wheeled Cooler' filled with Kit NA's award-winning non-alcoholic beers. ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 94% | Activity: 97% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Wellness Challenges:** Campaigns like 'Sober October' highlight the growing trend of wellness challenges, encouraging consumers to adopt healthier lifestyles through structured short-term commitments. - **Non-alcoholic Beverages:** The surge of non-alcoholic craft beers during initiatives like Sober October underscores the consumer shift toward healthier beverage options without sacrificing social experiences. - **Mindful Drinking:** Marketing strategies promoting mindful drinking, as seen with Kit NA Brewing’s campaign, reflect a broader movement towards conscious consumption and mental well-being. ### Sectors Adopting This - **Alcohol-free Beverage Industry:** The increasing popularity of Sober October creates significant opportunities for the alcohol-free beverage industry to innovate and attract health-conscious consumers. - **Health and Wellness Industry:** As more campaigns focus on alcohol-free months, the health and wellness industry can expand its offerings to support consumers in their pursuit of healthier lifestyles. - **Marketing and Advertising Industry:** Innovative campaigns like 'Under Your Own Influence Sober October' present new marketing and advertising strategies centered around health-conscious and lifestyle-driven narratives. ## Related on Trend Hunter - [Non-Alcoholic Craft Beer Kits](https://www.trendhunter.com/trends/non-alcoholic-starter-pack.md) - [Non-Alcoholic Craft Beer Initiatives](https://www.trendhunter.com/trends/nonalcoholic-craft-beers.md) - [Alcohol Alternative Campaigns](https://www.trendhunter.com/trends/free-af.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/athletic-january.md) - [Dry January Kits](https://www.trendhunter.com/trends/sensori.md) - [Dry January Kits](https://www.trendhunter.com/trends/dry-january-survival-kits.md) - [Alcohol-Free Party Packs](https://www.trendhunter.com/trends/dry-january-party-pack.md) - [Habit-Building Non-Alcoholic Challenges](https://www.trendhunter.com/trends/dryish-january-challenge.md) - [Low-Calorie Non-Alcoholic Brews](https://www.trendhunter.com/trends/partake-brewing.md)