Here, SOBR bar in Aberdeen owner Kate Kenyon gives her opinion...
When news broke that I was opening Scotland’s first and only sober bar, opinions were polarised.
On one hand, we had an influx of supporters saying how excited they were to have a place they could go, not worry about the effects of alcohol and still have a great night out – they ‘got the picture’.
On the other, we had people asking, “what the f**k is the point?”.
And honestly, I get the question. What is the point of an alcoholic-free bar?
Well, for one, we cater to those who do not depend on alcohol to have a good time and want to have a ‘local’ they can visit before school pick-up, for a work meeting, between children’s dance lessons and sports training or for a quick nightcap.
Then there are those who cannot drink. For religious reasons, during pregnancy, because of health conditions, or because they’re in recovery. Too many of them are left isolated at home and excluded from nightlife or feel uncomfortable in traditional bars and pubs, as so many tend not to offer an inclusive environment.
Huge market
And therein lies the answer to why SOBR was founded. On the basis that not everyone wants to or can drink. And whatever the reason may be, it doesn’t matter. The fact is that there is a huge market for low & no drinks.
In September 2024, CGA reported that one in seven (14%) UK adults aged between 55 and 64 did not drink for health reasons, while almost half (46%) regularly choose soft drinks on nights out.
In November 2024, The Guardian reported that 78% of 18 to 24-year-olds ‘zebra stripe’, the practice of alternating alcoholic and non-alcoholic drinks on a night out – which was also reported in The Morning Advertiser’s Low & No Project in June 2024.
We’re experiencing a shift in how we socialise as more and more people are turning away from alcohol. Some 61% of consumers in the UK want better non-alcoholic choices in drinks, based on figures from Distill Ventures in 2024.
More often than not, it’s who you are with and where you are, not what you are drinking, that makes for a great night.
By choosing – and it is a choice – to ignore the ever-increasing trends of low & no, you’re automatically wiping yourself out of business for, essentially, two months of the year.
Get creative
Delving into the world of non-alcoholic beverages presents an expansive opportunity for any drinks team to really get creative and take low & no to a new level. And if you want to make the excuse of, ‘there’s no good alternatives’…
The UK low & no alcohol market is thriving with volumes doubling in 2024 versus 2023 and a projected compound annual growth rate of around 7% between 2024 and 2028.
Alcohol-free beer now makes up over 2% of total UK beverage alcohol sales, having grown 20% between 2023 and 2024 (source: International Wines and Spirits Research 2025).
Moreover, the non-alcoholic beverages market is projected to grow from roughly US$43bn in 2023 to US$55.7bn by 2029; Scotland being noted as one of the fastest-growing regions in the UK (source: Research and Markets 2024 and International Wines and Spirits Research 2025).
So, to those who roll their eyes at Sober October: you’re missing the point. This isn’t about restriction – it’s about evolution. Embrace it or get left behind.
And while you’re busy scoffing, we’ll be building the future for great nights out, full of creativity and innovation within an ever-growing market you’ve chosen to ignore.
- How much of an impact does Sober October have on your business? Email gary.lloyd@wrbm.com to express your views.
