Sober October: How Alcohol Manufacturers Can Support the Movement
Sober October is more than just a personal wellness challenge
—it’s a business opportunity.
In the hospitality industry, alcohol is everywhere. We make it, we taste it for quality, we give it as gifts, and sometimes, we even cheers with loyal patrons while on shift. It’s woven into the fabric of our work culture. While that’s part of what makes our industry unique, it can also be a challenge for those who may struggle with alcohol or have family members who do. That’s why supporting wellness initiatives like Sober October is so important.
Why Wellness/Sober Curiosity and Support Matters:
Employees value support beyond productivity—mental and physical wellness.
Wellness trends, like Sober October, show care for employees’ health and balance.
The Reality of Alcohol in Hospitality:
Alcohol is central but challenging for some employees.
Supporting Sober October creates space for employees needing to step back - you may be familiar with Dry January, which is another seasonal initiative.
Alcohol Use Disorder as a Disability:
Can be recognized as a disability in all 50 states.
Embracing responsible consumption and Sober October shows commitment to health and inclusion.
How It Connects to Employer Branding:
Sends a message: health comes in many forms, no pressure to drink.
Strengthens brand by showing care and inclusivity, attracting and retaining talent.
What Sober October Brings to the Table:
Encourages mindfulness and healthier choices - read what one month without alcohol does for your health here.
Demonstrates commitment to employee well-being. Check out the Ultimate Guide to Sober October here.
Industry Contrasts: "Come Over October":
Some sectors, like wine, push against Sober October with "Come Over October."
Supporting Sober October highlights your stand for employee wellness amidst industry pressures.
Benefits of Supporting Sober October:
Shows it’s okay not to drink.
Prioritizes health and balance in your company culture.
As someone that loves both a glass of Cab, and a NA beer - I’m here for both of it. And really think it’s not “this vs that” it can be “this and that” - for those of coarse that want to have both.
No pressure,
Jess