Thanks to a huge collective effort from key Australian advocates, foundations and charities, the sobriety message is getting through - and it's absolutely wonderful news!
With this has come a massive boon in the alcohol-free (''AF'') drinks market. Particularly, there's a rush on production of drinks that imitate and replicate the smell, taste, and look of alcohol.
Influencers and industry are pushing the products hard. While we wholeheartedly support choice, options and inclusion (and acknowledge there's absolutely a ''fit'' and a place for these awesome alternatives) SITC as a charity has taken the stance to not cross-promote beverages that emulate alcohol. The potential for harm to a suffering addict being triggered into relapse is a major concern for us. We believe in being mindful of our most vulnerable and ensuring they're 100% aware of the potential danger zone here. You can read more on our blog.
The only option we feel we can safely recommend in this market is ETCH Sparkling, because their boutique healthy alternative that is not replicating the smell or taste of alcohol. ETCH and SITC share similar values, and this business donates 10% of sales to our charity for those we refer.