Dry January spotlights the zero-proof lifestyle more than any other month. Granted, I am hyper-aware, but I have been sober for eight years and can’t remember when the conversation has been louder or more frequent. And I love it!
Beyond Booze Beverage Co Startup in Dallas
“Give Dry a Try,” #HawaiiDryO, “Make it a Mocktail,” “Start it Sober,” “Dry January and Beyond” – so many taglines and promotions. As a marketer and a sober person, there can never be too many for me. Brands are leaning in, companies and influencers are emerging, and we have NA pop-ups!
Beyond Booze Beverage Co held its launch event Saturday at Zounds Sounds Music School in Dallas, Texas. The new start-up was formed by two former bar owners, a GM of a famous coffee shop, and a Zero Proof Dallas Instagrammer. BBBC will operate as a pop-up vendor and offer a menu of alcohol-free drinks at upcoming events.
BBBC’s virgin, Dry January event included a DJ, live music from Charming Gardeners, raffle prizes, and food for purchase from Moonflower Noodle Shop and Scoop N Buns. Non-Alcoholic adult beverages included unique ciders, hop water, spirits, beer, wine, cocktails, and elixirs. My beverage of choice for the evening was Parch Prickly Paloma. I also tried Crisp & Crude Paloma Daydream with hemp and botanical terpenes.
Dry January and Beyond
The vibe was warm and eclectic, and the space was full. It was nice to be out past 8 pm listening to live music with like-minded people without some of the annoyances of the over-served. I recognized a few people from the sober community. I also ran into a few of my drinking friends participating in Dry January by staying alcohol-free for 31 days.
The event received great press from Culture Map, The Dallas Observer, and Art & Seek. If this continues beyond January, it remains to be seen since the target audience will return to people who choose to be AF longer than 31 days. To those who are sober and curious, Feb- Dec, I hope you pop into future AF events. To BBBC, congratulations on a successful launch event! I hope this is the first of many in Dallas and beyond.
Looking for more information and ideas on how to make the most of a zero-proof lifestyle? The Sober Curator has you covered. For more NA events and recommendations for perfect sober days in Dallas and cities across the nation, visit Sobriety in the City. For stellar NA and zero-poof beverage reviews and recipes, visit Happy Every Hour.
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