Not too long ago, “Sober October” and “Dry January” were everywhere: hashtags, social challenges, and proud declarations of commitment to 30 days off alcohol. Back then, saying “I’m not drinking this month” was almost an act of rebellion. But lately, things have gone quieter. The buzz has softened.
And strangely enough, that silence might just be the sound of real progress.
From Movement to Mindset
When Sober October began, it was a pushback against the idea that alcohol was a social necessity. It gave people a chance to pause and question their habits, often for the first time. For many, that month-long challenge was the beginning of a bigger change.
But today, fewer people are waiting for a hashtag month to make that decision. Mindful drinking, or not drinking at all, has become part of how more people live year-round. The once-radical choice to skip alcohol is now, in many circles, just normal.
There’s a growing understanding that it’s not an all-or-nothing situation. Some are cutting back, others are going completely alcohol-free, and many are simply asking better questions about what feels good for them, physically, mentally, and socially.
And as alcohol-free options have become more sophisticated, it’s no longer about “missing out.” It’s about choosing better.
Why It’s a Good Thing
There’s a quiet confidence in this shift. People are realising that you can still celebrate, socialise, and connect without compromising your wellbeing. Being the one with a clear head the next morning isn’t a badge of shame; it’s a sign of balance.
It’s also a reflection of something deeper happening in society: a move toward inclusivity, authenticity, and conscious living. The world is finally learning that drinking (or not drinking) doesn’t define who you are and that there’s room for everyone at the table, glass in hand or not.
A Conversation with VerGin SA
For sisters Tarmin and Cailin, co-CEOs of VerGin SA, the quiet fade of Sober October isn’t a loss… It’s progress.
“It’s the whole point, isn’t it?” says Tarmin. “The goal was never to make people feel guilty about drinking; it was to make them aware of how alcohol impacts their body and their daily life. More and more people are recognising that and making changes that work for them. For me, that means cutting back significantly. I still enjoy a little tequila or a nice white wine now and then, but in moderation and when I do have more, I make sure to give my body time to recover properly.”
Cailin agrees. “It used to be this big challenge, like Sober October was something to prove. But now, being mindful about drinking is just normal. People are more focused on their health and what they put into their bodies. It’s not a 30-day cleanse anymore; it’s a lifestyle.”
That normalisation, they say, has completely changed the tone of social life.
“You used to hear someone say they weren’t drinking and immediately assume they were the designated driver,” Tarmin laughs. “Now, people are curious. They want to know why someone’s choosing that, they’re open to hearing new perspectives and honestly, no one wants to feel horrible the next day. We all have too much going on to waste time feeling off.”
It helps that the drinks themselves have evolved, too. The sisters both point out that today’s alcohol-free options are far more sophisticated than the syrupy, sugar-laden mixers of the past.
“You can be at a party, drinking a beautiful VerGin cocktail that looks and tastes just like the alcoholic version, only better for you,” says Tarmin. “How can you feel like you’re missing out when what you’re drinking is actually, in my opinion, better?”
Cailin adds, “It’s still a little weird to be the odd one out sometimes, but much less than before. And having something elegant in your glass, something like VerGin, helps you feel like you belong.”
When asked whether social drinking culture has become more inclusive, both sisters pause.
“It’s definitely improved,” says Tarmin. “There’s this story I love; a girl on TikTok said she’d been sober for almost two years, and at a party, someone asked why she wasn’t drinking. She realised she didn’t need to give a big explanation, so she just said, ‘Because it’s a new moon.’ She expected judgment, but the other girl just said, ‘Oh, maybe I shouldn’t be drinking either, then.’ To me, that shows how far we’ve come. You don’t have to justify not drinking anymore.”
Cailin nods. “We still have some way to go, especially with what’s offered on the shelves; many ‘alternatives’ are still loaded with sugar, artificial stuff, things with weird numbers or ingredients that glow in the dark, but yes, things are definitely getting better.”
For VerGin SA, this inclusivity was never an afterthought; it was the foundation.
“It was completely intentional,” says Tarmin. “You don’t have to be special or different to enjoy a good gin and tonic, but the gin can be. Our goal has always been to distil something so close to gin that you don’t even miss the alcohol.”
Cailin adds, “Everyone knows what it feels like to be the odd one out, even just a little. To us, it was important to create something that everyone can enjoy, a one-size-fits-all drink that makes you feel part of the moment.”
Both sisters believe this new, “post-trend” world of mindful drinking is something to celebrate.
“More people are making space for the idea that maybe alcohol just isn’t that good for you,” says Tarmin. “Moderation is healthy in ways we’re still discovering.”
“And for me,” Cailin smiles, “not drinking has made me feel better mentally, physically, and spiritually. I don’t need alcohol to have a good time.”
So how do they hope people will experience VerGin now?
“As something that can be enjoyed at any time,” says Tarmin. “It’s amazing for special occasions, but it’s also for those quiet moments in between, cooking dinner, winding down, experimenting in the kitchen. It’s about enjoying something that’s good for you.”
Cailin adds, “I hope people love it as much as we do, that they feel like they belong with us when they pour a glass. Maybe they even feel a little classy while they do.”
Their advice to someone exploring the alcohol-free lifestyle for the first time?
“Have fun with it,” says Tarmin simply.
“You’ve just made the best decision,” says Cailin. “It might feel overwhelming at first, but there are so many options. Don’t see it as restriction… see it as opportunity. Your journey won’t look like anyone else’s, and that’s the beauty of it.”
A Quiet Revolution
Maybe the disappearance of Sober October isn’t the end of something; maybe it’s proof that the message worked. We no longer need a campaign to remind us that mindful drinking matters.
We’ve entered a new phase… one defined by freedom, curiosity, and choice.
And if you ask the team at VerGin SA, that’s exactly how it should be.