Less than 0.5%

Forming a healthy relationship with alcohol is a struggle for many of us, and for me it has always brought up mixed emotions. Of course there's the sense of regret, the hangovers and the week of anxiety post-party, but all that aside, drinking is integrated into all the things I love to do. Whether it’s après-ski, drinks at a rugby match or grabbing some craft cans at a music show, where there's entertainment and live experiences, there’s booze.

In mid-2022 I found myself questioning my relationship with alcohol, but where can you turn when everything you love seems to be connected to it? By October of 2022 shortly after the inaugural year of In Between Days Music Festival , I had decided to take a break from drinking alcohol; and when the time came to begin building the festival for 2023, I had been sober for 3 months.

While deep into the planning stages, I approached James McDonald, Festival Director, in order to advocate for Non Alcoholic beverage options. James informed me that we would be serving Recess Craft Mocktails, Guayakí Yerba Mate and The Boston Beer Company 's 'Samuel Adams, Just the Haze’, a <0.5% beer, which had recently become my beverage of choice for social events. I was thrilled to hear this news and explained that I was currently sober.

James then shared his plans to team up with 1 Million Strong in order to create a sober supportive space within the festival. As Creative Director, and Head of Brand, I was entrusted to build the launch campaign and supporting announcements around these plans.

1 Million Strong is an impact initiative that seeks to support one million people impacted by substance use. In Between Days fans were joined by 1 Million Strong , The Phoenix and Stand Together who provided a sober lounge for relaxation, recuperation and non-alcoholic beverages. "sober attendees and their allies, friends, and family can meet up to find a community and head out to festival stages with others who are committed to supporting each other’s wellness"

“We are incredibly excited to partner with In Between Days to bring the transformative power of 1 Million Strong to their festival this year,” noted Colette Weintraub , Head of Stand Together Music . “In Between Days’ commitment to creating an exceptional fan experience, fostering a sense of community, and ensuring inclusivity aligns with our mission to break down barriers, remove stigma, and create solutions for people in recovery. Together, we will create a festival environment where no fan is left outside the gates, and where the power of music and connection can be experienced by all.”

When naming and building the brand the year prior, I had intentionally incorporated the word “in” because some of the most important words that described what we were building started with those two letters: indie music, independent business, inspired acts of kindness and inclusivity. This brand concept is best explained by Alex Magleby, CEO in an interview with Stand Together :

“We are crafting experiences that are meaningful for our fans, and cultivating spaces where everyone can enjoy themselves on equal terms. The goal is for everyone to be able to enjoy the festival in their own way. In Between Days Music Festival is committed to offering a fan-first experience for everyone who attends the festival.”

Building inclusivity into the brand was always important to me, but I had no idea that the brand would end up teaching me something about inclusivity and in turn something about myself. The moment that I stepped into the Sober Supportive Space at In Between Days Music Festival 2023, I was thrilled to see somewhere for people to take a moment, to regroup and take pleasure in the love of live music and community without compromise.

When you’re walking a new path it can feel very lonely, and 1 Million Strong not only showed me that I was not alone, but that I didn’t have to choose between live music and staying on a sober journey. Although I have not remained totally sober and will occasionally have a beer two or three times a year, my drinking is much healthier and I have redefined my relationship with alcohol and more importantly my mental health.

In the events and experiences industry we can do better for everyone, and sober supportive spaces are a step towards a better music festival experience. I am so proud to be part of something so special, and I hope that my colleagues in the sports and music events industry will take a moment to consider working with 1 Million Strong .

I look forward to more than 0.5% of live events offering less than 0.5% ABV beverages and sober spaces that provide a connection to supportive communities.

If you're questioning your relationship with drinking or any substance you can join 1 Million Strong , The Phoenix or click here to find an organization that's best for you.

Read more about the sober supportive space at in between days:

In Between Days Creates Sober-Supportive Space at 2023 Festival

IN BETWEEN DAYS AND 1 MILLION STRONG TEAM UP TO CREATE SOBER-SUPPORTIVE FESTIVAL SPACE

IN BETWEEN DAYS AND 1 MILLION STRONG TEAM UP

In Between Days and 1 Million Strong Team Up to Create Sober-Supportive Festival Space - Stand Together?

Photo Credit: Emily Gardner