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.