Read ahead and get ready to SipSteady– a mindful movement sweeping KC!

The new year is a time when people often reflect on their current lifestyle - including their drinking habits. Whether you’re participating in “Dry January” or not, you may have noticed a consistent shift toward more “sober curious” activities. A quick Google search will confirm for you that Millennials and Gen Z are a driving force behind the movement toward booze-free entertainment.

There are solid numbers behind the movement. CGA reports that the number of US adults participating in Dry January went from 21% in 2019 to 35% in 2022, which created a $259 million uplift in non-alcoholic beverage sales for bars and restaurants.

At the forefront of this trend is SipSteady, a KC-based business that, as their website states, “helps innovative non-alcoholic (NA) brands and sober-friendly businesses get the recognition they deserve.” I was lucky enough to grab tea at Front Range with co-founders, Sarah Pretorius and Kayla Mason to learn more.

Sarah decided in September 2021 to cut alcohol from her life. With this decision, she started pondering what life would be like without wine nights with the girls or pre-dinner cocktails with her husband. She noticed that bars and restaurants didn’t have a great representation of NA offerings. With a background in marketing and communications, she decided to connect her talents to this new opportunity.

At a mastermind circle hosted by Kayla, the two brainstormed on Sarah’s idea. It didn’t take long for Sarah to realize that Kayla should be involved. Kayla’s business and wellness background was a perfect complement, and they launched SipSteady in August 2022.

SipSteady specializes in media pitching and PR, sober influencer marketing, virtual sales, and event planning and placement. They help NA drink brands get placed in bars, restaurants, and events to help these businesses become more inclusive for those who choose not to drink alcohol. Kayla noted that the biggest opportunity in this space is for businesses to be early adopters. If they’re late on being inclusive, they’ll miss out on an entire community for added revenue.

Sarah and Kayla are already knocking it out of the park with community building and brand visibility. I attended their latest Dry Vibes event, co hosted by Drew Davis of GEM Life + Bar, and was met with a polished nightclub scene with a full bar of craft mocktails and NA offerings. An evening networking event and panel discussion kicked off the “weekend of non-alcoholic alchemy” that concluded with a keynote discussion and a lively marketplace of NA tastings. I found the event incredibly refreshing and even discovered a new favorite drink (Little Saints Negroni Spritz) - all without risking a hangover.

If you’re interested in attending a KC event, you won’t have to wait long. SipSteady plans to host local events about once a month. Mocktail classes, trivia, picnics, and game nights are all ideas that Sarah and Kayla are considering. Watch for event announcements on the @sipsteady_ Instagram account.

The co-founders have a big vision for their company. Within the next 5 years, they’d like to be the first female-owned NA distribution company - “taking over the NA world in the Midwest,” Kayla specified as she and Sarah clinked their tea mugs together in agreement.

They’re currently building their team to expand their ability to help NA brands grow. They plan to continue Dry Vibes events and are considering industry events for connecting brands. “The sober community is one of the most supportive communities I’ve ever experienced,” Sarah said. “We want to connect the leaders of these brands so they can network and share best practices.”

Sarah noted, “At the core of SipSteady, we want to create experiences whether it’s our event or not. We want people to feel seen, included, and supported on their sober journey - whether they choose to be sober for a night, a week, or their life. We’re here to empower everyone in the movement.”

I’ll give a big NA cheers to that.

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