Introduction

Sober Futures is a project led by Peter Thickett, Senior Director at TRIPTK at the time of writing. Satori collaborated with Sober Futures, utilising network analysis to understand consumer affinities and map the relationships between relevant communities in the No & Low alcohol space. Discover the affinity clusters of No & Low consumers – 4 of which represent opportunity areas for brands. Click here to access the article on their site. To learn more about how Network Analysis works, see our walk-through blog. Below you see the full network, followed by the 4 key innovation spaces.

Network Clusters

Cluster 1: Skincare & Beauty
Subreddits: r/SkincareAddiction, r/Tretinoin, r/30PlusSkincare, r/Beauty

Cluster 2: Fitness
Subreddits: r/IntermittentFasting, r/StopDrinkingFitness, r/Fitness30Plus, r/ProgressPics

Cluster 3: Addiction
Subreddits: r/Addiction, r/StopDrinking, r/Alcoholism, r/AlcoholicsAnonymous, r/Sober

Cluster 4: Literature
Subreddits: r/Literature, r/SuggestMeABook, r/GoodReads, r/52book

Cluster 5: Outdoor
Subreddits: r/Ultralight, r/Packrafting, r/Backcountry, r/Snowshoeing, r/Canyoneering

Cluster 6: Culinary
Subreddits: r/Mocktails, r/Mixology, r/Bitters, r/BakingFail, r/Cakes

Cluster 7: Sober Curious
Subreddits: r/SoberCurious, r/DryJanuary, r/SoberMoms, r/CutDownDrinking

Innovation Space 1: Liquid Beauty

What the data tells us:
No & Low enthusiasts are likely to have a high affinity to the skincare and beauty space.

The Opportunity:
No & Low propositions designed to boost your inner and outer glow.

The How:

• Drinks with anti-inflammatory properties: turmeric, matcha, ginger, parsley, cordyceps
• Collagen: marine-derived, citrus, aloe vera
• Potent Hydration: electrolytes, cucumber, coconut water
• Novel formats that play into wellness category tropes: a cordial/serum, beauty shot

Innovation Space 2: Athletic Refreshment

What the data tells us:
No & Low enthusiasts are likely to have a high affinity to the fitness performance space.

The Opportunity:
No & Low propositions designed for peak performance.

The How:

• Drinks with performance-enhancing nootropics: caffeine, creatine, rhodiola, L-Theanine, ginseng
• Muscle Recovery Vitamins & Minerals: magnesium, potassium, zinc, vitamin C
• Unparalleled Refreshment: mint, pineapple, lemon, coconut, citrus, electrolytes
• Portable / shakable formats: powdered form, concentrates

Innovation Space 3: Culinary Play

What the data tells us:
No & Low enthusiasts are likely to have a high affinity with the culinary space (baking, cooking, mixology).

The Opportunity:
The No & Low bar cabinet, designed for culinary explorers.

The How:

• Bitters & other mocktail modifiers: shrubs, cordials, infusions
• Designing for food pairing: wine alternatives, sharing bottle formats
• Gastronomic ingredients: unusual herbs and spices

Innovation Space 4: Sober Identity

What the data tells us:
Some of the most active No & Low communities are built around sobriety and recovery.

The Opportunity:
Brands that reinforce a sense of self and give confidence to sober people and the sober curious.

The How:

• Ritual-led drinks for reward and self-regulation
• More visible design codes of identity or empowerment
• Functional confidence: drinks that enhance social ease, dopamine, adaptogens
• Inclusive packaging: clear alcohol-free signposting without dulling the design