Dry January: 10 teetotal and sober curious influencers to partner with in 2022

Posted by Caroline Edwards in Influencer hotlists

2 months ago

In 2019, ‘sober curious’ was a phrase making the rounds to describe those who have the option to be sober or drink less (rather than committing to becoming teetotal due to an addiction or health reasons). Drinking less or not at all has steadily been on the rise, as the Drinks Retailing Buyer’s Guide To Mindful Drinking 2020 report saw a 20% increase in sales of no-or-low alcohol drinks. In the UK, The Press and Journal found sales of non-alcoholic beer increased 58% from 2019 to 2020. Then globally, the International Wines and Spirits Record noted the no-or-low alcohol drinks market is expected to grow 34% by 2024.

Why? It could be due to a generational shift, avid sober communities on Instagram or the negative health issues associated with drinking. On Instagram, #SoberLife has 1.9 million posts and on TikTok, #SoberCurious has 21.1 million views. As more people ditch the booze and participate in dry January and beyond, here are 10 influencers to partner with for your next alcohol-free campaign…

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