This week, we decided to go deeper on aspect element of the letter: Booze Free Games.

BOOZE FREE GAMES -> As Seen On For the first Games ever, non-alc is going to sponsor the Olympics. Yes, I know the subject line last week said non-alc was over but, obviously, we know I was joking. This past World Cup was big sporting moment for booze-free and wasn’t the disaster everyone expected—it was a huge success. But booze-free or not, the question is: how to make sure the sponsorship work with the Games (and all sports, really) being consumed in a totally different way. “The difficulty for a sponsor is that, while there may indeed be millions watching the pole vaulting, and by extension the sponsor’s brand in the background, millions more…are watching the pole vaulter’s unbranded TikTok video of what they had for breakfast.”

We dive into what this means for the games, how non-alc needs to ensure it positions itself not as same-but-different but truly different. And more.

Enjoy!

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