Seventeen and a half million people aimed to go alcohol free this January—and the story behind that number is far more interesting than willpower. Recorded live at the Lucky Saint pub in London, we bring together Alcohol Change UK, Lucky Saint, Counterculture Drinks, a non‑alcoholic cider maker, and sober coach Hattie from Sober Happy Free to unpack how Dry January 2026 changed the game: smarter support, better drinks, and a culture that finally treats alcohol‑free as normal.

We dig into what actually worked. From Try Dry’s daily check‑ins that double completion rates to the staggering impact since 2018—over £1.55bn saved, 258m alcohol units skipped, and 16.2bn empty calories avoided—behaviour change becomes tangible. On the ground, Lucky Saint’s 100,000‑pint giveaway turned January into a social month, not a sulk at home, while kombucha and non‑alcoholic cider filled vital gaps for people who don’t want a beer swap. The thread is inclusion: a proper pint in hand, a grown‑up soft option when beer’s a trigger, and menus that welcome moderators, designated drivers, athletes, pregnant guests, and people in recovery.

You’ll hear sharp trade insights on building an AF menu that actually sells—move past the token 0.0, curate two to four quality choices, consider sugar and functional benefits, and let staff recommend by flavour and occasion. Hattie shares how a 31‑day target grew into a sober life, and why community beats white‑knuckle grit. We also look ahead: more AF taps beside alcohol, credible cocktails without booze, fewer side‑eye questions, and pubs thriving because they serve everyone. There’s a caution, too—macro brands will flood the space if venues don’t lean into discovery and quality—but the momentum is real and growing.

Join us for a fast, funny, and grounded conversation that proves one month can reset habits, save cash, and change how we gather. If this episode helps you rethink your ritual, follow the show, share it with a friend taking a break, and leave a quick review—what’s the best alcohol‑free drink you’ve tried lately?

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Has the explosion of alcohol-free options actually narrowed our choices? That's the provocative question at the heart of my conversation with Andy Mee, founder of The Alcohol-Free Drinks Company and a passionate advocate for quality non-alcoholic beverages.

Four years ago, Andy was knocking on doors trying to convince pubs and restaurants they needed even a single alcohol-free option. Today, the landscape has transformed dramatically - but not necessarily for the better. While most venues now stock alcohol-free drinks, they're increasingly dominated by "blue label" products from industry giants, pushing innovative independent producers to the sidelines.

"When two reps from a well-known drinks distributor stood in front of my stand and said 'what's the fucking point in that?'" Andy recalls of his early days championing alcohol-free options. Now those same distributors are buying out venues' alcohol-free business, replacing craft options with mainstream alternatives.

We explore the fascinating parallels between today's alcohol-free market and the craft beer revolution of years past. Independent brewers are creating extraordinary alcohol-free beers with technical brilliance, but face distribution challenges against corporations with exclusive contracts across thousands of venues. With six pubs closing weekly in the UK and chain establishments dominating, the path for quality independent options narrows further.

The cultural shift is undeniable though. In Germany, 15% of all beer consumed is alcohol-free compared to just 1-3% in the UK. Among younger generations, the change is even more dramatic - a survey at Loughborough University found 50% of students don't drink alcohol at all. As Andy puts it: "Don't fear your peers, you're still drinking beer."

Whether you're sober curious or fully committed to alcohol-free living, this conversation will change how you think about your next drink choice. We even put our favourite alcohol-free lagers, IPAs and stouts head-to-head in a spirited competition!

Curious about exploring quality alcohol-free options beyond the mainstream? Visit alcoholfreedrinks.co.uk and discover what you've been missing. Your taste buds will thank you.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Ever wondered what goes on behind the scenes of your favorite alcohol-free craft beers? In this enlightening conversation with Richard Gray (aka Zumo Juice), we pull back the curtain on an industry that's rapidly evolving from afterthought to innovation leader.

Richard takes us through his journey as a graphic designer working with pioneering breweries like Mash Gang, sharing insider stories that will change how you view what's in your glass. From exploding cans and experimental ingredients to the delicate art of balancing hop profiles without alcohol, his perspective reveals the extraordinary creativity driving today's alcohol-free revolution.

What truly fascinates is the discovery that the majority of alcohol-free beer drinkers aren't actually sober—with research showing around 85% are regular drinkers using these products to moderate consumption. This insight challenges everything we thought we knew about who these products are for and why they matter.

We explore how certain hop varieties like Sabro shine brilliantly in alcohol-free formulations, creating complex flavors impossible to achieve just a few years ago. Richard's enthusiasm is contagious as he describes the technical challenges brewers have overcome and the innovations still on the horizon, including compounds that might finally replicate the sensory experience of alcohol without the intoxication.

Whether you're alcohol-free, a moderate drinker looking for options, or simply curious about craft brewing's cutting edge, this episode offers a thoughtful look at how the beer world is becoming more inclusive, creative, and delicious for everyone. Next time you crack open an AF beer, you'll appreciate the artistry and science that made it possible.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Bridging the Atlantic in pursuit of great alcohol-free beer, this episode brings together two passionate advocates from the growing global NA beer community. We're joined by NA Brewskey, essentially "the American version of me," as our host puts it—though notably younger and with superior social media skills!

NA Brewskey shares his surprisingly recent journey into non-alcoholic beer, having only started in February 2023 after just five years of drinking craft beer. What makes his story compelling is how he maintained his identity as "the craft beer guy" by discovering the growing world of non-alcoholic options. "When I stopped drinking, I didn't want to lose that community because I really liked craft beer," he explains, highlighting how NA beer allowed him to preserve what he loved about beer culture without the alcohol.

The conversation offers fascinating insights into the rapidly evolving American NA beer market. From describing how beer festival attendees initially dismissed alcohol-free options to now actively seeking them out, we witness the cultural shift happening in real-time. Both hosts reflect on how the pandemic potentially accelerated this movement, creating a moment of collective reassessment about our relationship with alcohol.

We dive deep into the practical aspects of championing NA beer—from organizing events and building brand relationships to managing the peculiar challenges of content creation (including the universal problem of separate fridges for "content beers" versus everyday drinking beers). The genuine excitement when discussing top American recommendations like Go Brewing's Banana Pancake Porter and Best Day's Kolsch is infectious and educational for anyone looking to explore new options.

What resonates most throughout is the shared mission of building community around alcohol-free beer. As NA Brewskey puts it, "It makes sobriety not seem so fucking lonely." Whether you're sober-curious, fully alcohol-free, or simply interested in expanding your beverage horizons, this episode celebrates how good beer brings people together—regardless of alcohol content.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

The world of alcohol-free beer has undergone a remarkable transformation over the past year, evolving from niche curiosity to craft revolution. In this conversation with Martin Dixon (Alcohol-Free World), we explore the extraordinary developments redefining zero-alcohol brewing and drinking culture.

We dive deep into the UK craft beer scene, where pioneers like Mash Gang have revolutionized brewing techniques for alcohol-free IPAs. Their willingness to share knowledge rather than guard brewing secrets has accelerated innovation throughout the industry, creating a rising tide that lifts all brewers. The result? A market flooded with exceptional hazy IPAs that would have been unimaginable just three years ago.

Beyond the craft explosion, mainstream breakthroughs like St Austell's Proper Job alcohol-free ale represent pivotal moments for traditional bitter drinkers seeking authenticity without alcohol. Similarly, Guinness Zero has done more than perhaps any other product to legitimize alcohol-free beer in public consciousness, changing perceptions one perfect pour at a time.

The international scene offers equally impressive innovations, with Sweden's Omnipollo creating extraordinary fruit-forward experiences through their Bianca series. These technical marvels demonstrate how far alcohol-free brewing has advanced – delivering flavor profiles more intense than their fruity inspirations.

Most encouragingly, we're witnessing the normalization of alcohol-free choices. The stigma is rapidly fading, with more people comfortable ordering these options without explanation or justification. "Zebra drinking" – alternating between alcoholic and non-alcoholic beverages – is becoming common practice, with quality brews making the transition seamless.

Whether you're sober curious, cutting back, or simply appreciate great beer without the effects of alcohol, there's never been a more exciting time to explore the alcohol-free landscape. Join us as we celebrate how far the industry has come and speculate on its promising future.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

What happens when everything you've built your identity around suddenly feels hollow? Richard Casement faced this question after 20 years in the drinks industry when he realized alcohol wasn't serving him anymore – personally or professionally.

Richard's transformation began as a simple six-month break from drinking to train for a triathlon. But something unexpected happened: he felt better, thought clearer, and couldn't find a good reason to go back to alcohol. The only problem? His dream job selling premium spirits brands now felt completely misaligned with his values.

This clash sparked a profound journey that led Richard to create Clean Break – initially as an alcohol-free beer company, but eventually evolving into something more meaningful. "Clean Break represents making a clean break away from things that are no longer serving you," Richard explains, whether that's alcohol, limiting beliefs, toxic relationships, or unfulfilling careers.

What makes Richard's story particularly compelling is his honesty about the challenges he faced. Despite his extensive industry experience, launching a beer brand solo proved overwhelming. Rather than stubbornly persisting, he pivoted to coaching – helping others transform their relationships with alcohol and embrace healthier lifestyles through what he calls the three pillars: mindset, movement, and lifestyle.

Richard's perspective on sobriety challenges common myths, particularly the idea that alcohol reveals your true self. "When you stop drinking, you show your true self," he argues, "because it creates space for the feelings and values you have deep inside that were being suppressed." This revelation often makes people uncomfortable, driving them back to drinking to avoid confronting their authentic selves.

Whether you're questioning your relationship with alcohol, contemplating a career change, or simply interested in personal growth, Richard's journey demonstrates how our greatest transformations often begin when we're willing to step away from what no longer serves us.

Want to make your own clean break? Follow @takeacleanbreak on Instagram to learn how Richard's community is helping people create positive change in their lives.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

What does it take to create the best alcohol-free beer in the country? Sam Ray of We Can Be Friends brewery joins Ben Gibbs to reveal the passion, craftsmanship, and unexpected journey behind his remarkable beer range that's winning over even the most dedicated craft beer enthusiasts.

"I'd turn around every month and you'd be doing something amazing for the scene," Sam tells Ben, highlighting the mutual respect between these two champions of alcohol-free culture. Their conversation dives deep into Sam's meticulous brewing process, including his insistence on fresh hops, premium ingredients, and gold-standard pasteurization that sets his products apart. The discussion challenges common misconceptions about alcohol-free beer production costs, with Sam revealing that specialized yeasts are "wildly more expensive" than traditional brewer's yeast.

The pair explore notable industry shifts as established breweries like Vault City and Daya (who once claimed they would never release an alcohol-free beer) have collaborated with Sam on remarkable releases. They celebrate how German beer culture normalized alcohol-free options decades ago, with the UK market finally catching up. The conversation takes personal turns too, as they discuss their Sunburst collaboration beer – a project that represents what Ben calls a "pinch me moment" in his sobriety journey and Sam considers his best beer yet.

Whether you're sober-curious, a dedicated non-drinker, or simply interested in the evolution of craft beer culture, this episode offers fascinating insights into how passionate creators are revolutionizing what we drink and how we socialize. Subscribe now and join the community changing perceptions one magnificent alcohol-free beer at a time.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

Discover the fascinating craft of alcohol-free brewing with Hamish McClellan, brewer at Barsham Brewery in North Norfolk. This engaging conversation takes you deep into the world of zero-proof beer creation, revealing why the best alcohol-free options aren't mere substitutes but masterpieces in their own right.

Hamish shares his journey from hospitality worker to passionate brewer, explaining how he found his calling through experimentation and self-education. When he joined Barsham, he came with a clear vision: to create an exceptional alcohol-free beer that would stand proudly alongside their traditional range. The result, "Stacked AF," has been winning over critics and customers alike with its remarkable depth of flavour and authentic beer experience.

What makes this episode particularly illuminating is the detailed exploration of the technical challenges involved in creating quality alcohol-free beer. While mainstream breweries often use expensive filtration systems to remove alcohol, smaller craft producers like Barsham must innovate with specialized yeasts and complex malt bills. Contrary to popular belief, brewing alcohol-free requires more skill and precision than conventional brewing, with tighter margins for error and more variables to monitor.

The conversation also touches on the unique social position alcohol-free beer occupies – not just as a choice for the health-conscious or designated drivers, but as a vital tool for those maintaining sobriety who still love beer culture. This dual purpose gives craft alcohol-free brewing a significance beyond mere product diversity.

Whether you're sober curious, a dedicated craft beer enthusiast, or simply interested in how passion and innovation can transform an industry, this episode offers invaluable insights into the present and future of brewing. Follow Sober Boozers Club on social media and seek out Barsham's beers to experience firsthand the remarkable evolution of alcohol-free craft beer.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

The craft beer world is smaller than you think – that's what I discovered when chatting with my first-ever American guest, Tyler McMahon (aka Reducaholic). Tyler has made it his mission to map every venue across the United States serving quality alcohol-free beer, creating an invaluable resource for the sober curious and non-drinkers alike.

Our conversation quickly revealed fascinating contrasts between UK and US alcohol-free beer cultures. While Athletic Brewing might offer disappointing supermarket options in Britain, they're brewing hundreds of innovative styles stateside that never cross the Atlantic. Meanwhile, Tom Holland's Bero beer generates buzz on both continents, though with dramatically different availability.

We dig deep into why draft alcohol-free beer remains uncommon in America (spoiler: it involves outdated safety concerns) while exploring the explosion of alternatives like hop water and zero-proof cocktails. Tyler shares how his personal journey from craft beer enthusiast to mapping NA options began with a simple spreadsheet that evolved into a comprehensive guide for drinkers across America.

The heart of our conversation centers on how non-alcoholic options are transforming drinking culture itself. We discuss "zebra striping" (alternating alcoholic and non-alcoholic drinks), the stigma still attached to choosing alcohol-free options, and why having a good alcohol-free beer on tap is revolutionary for inclusion. Both of us agree that the future isn't about prohibition but about creating more options for everyone, regardless of their relationship with alcohol.

Whether you're sober curious, fully alcohol-free, or just interested in the evolving beverage landscape, this transatlantic beer chat offers insights into how two countries with strong drinking traditions are reimagining what it means to enjoy a good pint. Follow Tyler @Reducaholic to explore his American alcohol-free beer map and discover new options wherever your travels take you.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.

What began as a small family-run off-license in 1979 has become an award-winning institution at the forefront of Birmingham's craft beer revolution. Join host Ben Gibbs as he sits down with Krishan and Tim from Stirchley Wines and Spirits to uncover the fascinating story behind one of the UK's most respected bottle shops.

Their journey weaves through decades of beer evolution—from introducing exotic international brews to Birmingham in the early 90s, championing the British craft beer movement with early adoption of BrewDog and Thornbridge, to now leading the charge in the alcohol-free beer revolution with nearly 50 different options on their shelves.

The conversation takes a deeper dive into how alcohol-free beer has transformed from the days when Kaliber was the only (terrible) option available to today's diverse landscape of quality non-alcoholic alternatives. Krishan and Tim share insights on how COVID lockdowns accelerated interest in alcohol-free options, and how Guinness Zero's entry into the market helped legitimize alcohol-free drinking for mainstream consumers.

As winners of SIBA's Best Independent Craft Beer Retailer award, they reflect on what it means to gain recognition from the brewing industry they've supported for decades, and offer their thoughts on where the future of alcohol-free beer is heading. Will we see more specialised styles beyond pale ales and lagers? Is this just a passing trend or a fundamental shift in drinking culture?

Whether you're sober-curious, a craft beer enthusiast, or interested in the business of specialty retail, this episode offers rich insights into how independent bottle shops create community spaces where everyone—regardless of their relationship with alcohol—can feel welcomed and included.

To find out more about the wonderful world of alcohol free beer and to check in with me head to www.instagram.com/sober_boozers_club

This episode is Sponsored by Chance Clean Cider.