Sober October Campaigns
Kit NA Brewing Launched ‘Under Your Own Influence Sober October’

Trend Hunter
By Laura McQuarrie
September 16, 2024

A quarter of Americans participated in Dry January in 2024 and for October, non-alcoholic craft beer brand Kit NA Brewing launched a new campaign: Under Your Own Influence Sober October. “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,” says Jayme Brown, Director of Marketing at Kit NA Brewing.

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 Roadie 32 Wheeled Cooler filled with Kit NA’s award-winning non-alcoholic beers.

Trend Themes

1. Wellness Challenges – Campaigns like ‘Sober October’ highlight the growing trend of wellness challenges, encouraging consumers to adopt healthier lifestyles through structured short-term commitments.
2. 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.
3. 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.

Industry Implications

1. 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.
2. 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.
3. 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.