I’m sober curious. I’m also about to help a new non-alcoholic spirit company with their launch.
I have a question for people in recovery. If a brand were to contend that sobriety is a spectrum, or allow for that to a least be part of the conversation, how does that make you feel? Are other brands doing a good job of being inclusive of people who are truly sober?
(I get that NA drinks / spirits can be triggering for people in recovery)
Thank you.

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Look, sobriety for me is binary. You either are or you aren’t. To me, anyone on a spectrum falls into “aren’t”. If you are able to comfortably be somewhere in the gray area you probably don’t need to use a word like “sober” at all.

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Thank you

“Non-alcoholic beer is for non-alcoholics.”

The level to which an individual imbibes could be a spectrum, until you’ve crossed over into true alcoholism. At that point it is binary, and either you desire to be 100% abstinent or you’re in the clutches of the addiction.

LaCroix, Spindrift, Bubly, etc. are amazing gifts to us sober folks, because they give us options without toeing that line of romanticizing the drink. I hesitate to even order a mocktail while out, because God forbid some bartender screw up and mix it with vodka.

“Non-alcoholic spirits” would be a hard pass for me. Having the flavor of liquor without the alcohol would be some form of hellish torture.

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“Without romanticizing the drink” - that’s interesting. The brands are replacing the drink itself, but not trying to feel like they’re replacing the activity of drinking. Thank you.

I don’t “pretend” to drink- so no mock tails etc for me. As a recovering alcoholic I’m either sober or not as stated above- there is no “mostly sober” or I’m sober during the week. Sobriety means no mood altering substances period. This post feels kind of cringy- hey! Let’s do some market research with a bunch of drunks!

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I appreciate that - thank you!

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I have been sober for three years now and appreciate the NA beverage business. I don’t like how most of them taste but I found an IPA that I love. I keep some in the house In case I have company over and want to partake in a non alcoholic drink with them. With that said, this is such a personal topic and you’re going to get a lot of different answers.

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I wouldn’t use the term sobriety as KPMG 1 hit it on the head that sobriety is a binary “either are or aren’t”. Don’t know what marketing you’re going out for but maybe highlight the NA side for people who are health conscious (as an athlete I’d love a non alcoholic spirit) or looking to enjoy the taste without the pain the next day. A lot of angles to approach that don’t have to deal with sobriety, and would get the same message across.

This makes a lot of sense. Thank you.

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Hmmm

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