The wine o’clock movement may be winding down. While studies have suggested an increasing number of consumers are sipping wine and shopping Prime, thanks to the Pandemic - an increasing number of Americans are not just staying sober for #DryJanuary but, choosing sobriety as a way of life. 

At the helm of this sub-culture are sober activists including authors William Porter (Author of Alcohol Explained) and Annie Grace (This Naked Mind: The Alcohol Experiment). Organizations like One Year No Beer are flourishing as members tackle 30-, 60- and 90-day challenges to abstain from drinking. And for many of those who discover the benefits become program lifers. 

Individuals subscribing to this newer cleaner lifestyle are paying top dollar for non-alcoholic cocktails and spirits, supplements such as magnesium to help ease side effects of quitting, and other products that support the #AlcoholFree (#AF) way of living. According to a recent study,  1 In 3 Social Media Users Say Influencers Are Strong Advocates For Addiction Awareness.

Marketers that in the past relied on health and wellness influencers who may still Spin for Zin are embracing the emerging segment of cleaner content creators who are spearheading the movement across TikTok and Instagram. 

We have rounded up the top reads from marketers on this topic. See below:

Business Insider: Cool girls don't drink alcohol anymore

Description: Shea Gomez is a cool girl. Gomez's Instagram feed is a mosaic of her in trendy pink crop tops and dresses, flashing a toothy smile outlined with bold, pink lips. Like so many influencer feeds, Gomez is holding a liquor bottle or wine glass, and she's dressed like she's about to spend the night in the club.

But Gomez's liquor bottle and wine glasses contain no alcohol. And alongside her perfectly lighted selfies, Gomez has graphics that outline some of the harms of drinking along with motivational quotes to help her followers get through the day sober.

Business Insider: Young Women Sober Curious Movement

100 Heads: Regardless of what your brand’s industry or category, there’s a lot to be learned from non-alcoholic beverage brands

Description: Millennials are often credited with starting the sober-curious revolution as they became educated about the negative effects of alcohol (apparently DARE sunk in). The first generation to start to consciously put health and wellness at the center of decision making, Millennials saw and lived the downsides of alcohol and were exploring what a new path would be as they grew into “adults” and parents. 

1000 Heads: Marketing to the Sober Generation: Embracing Non-Alcoholic Beverage Brands

The Temper: Influential Sober Living Creators 

Description: "Long before Instagram, I dabbled with mood-changers. By 13, I was a daily user. From then on, I woke up to notes I’d written in stoned handwriting, 'I have to stop drinking.' Now at 59, I’m loving recovery — and especially connecting with others on Instagram. I’ve learned that there is a community for everyone in recovery, regardless of age, and social media makes that community a little more accessible. Here’s my list of go-to IG handles."

The Temper: 9 Mid-Life Sober Instagram Accounts to Follow

BBC News: A mental health influencer who has gained thousands of followers on Instagram has shared tips on dealing with anxiety as Covid restrictions end

Description: A mental health influencer who has gained thousands of followers on Instagram has shared tips on dealing with anxiety as Covid restrictions end.

BBC NEWS: Birmingham Mental Health Influencer Shares Unlocking Anxiety Tips

The New York Times: Happy? Sad? Stressed? How Drinking Became the Answer to Everything

Description: To turn the tide, alcohol researcher Ms. Emslie is raising awareness through a social media campaign called #DontPinkMyDrink. She and her colleagues ask that women use the hashtag when they spot alcohol being cynically marketed via pink packaging and/or low-calorie and wellness promises. “This will challenge how alcohol is sold,” she said.

The New York Times: Alcohol Drinking Health