Lucy Wilkins and Sara Bender, two senior strategic marketing leaders who met while working in the advertising industry, founded We Are In Good Company having been affected by alcoholism hurting their loved ones. The card and gift industry often celebrates British drinking culture yet fails to support those who need or want to stop drinking.
On the company website they explain why this might be the case: “Right now, giving up drinking is hard. Alcohol is perceived as the fun best friend; the life and soul of the party. Sober is seen as the boring loser hiding in a church basement… Remember, giving up alcohol doesn’t mean you lose your sense of humour. Let’s celebrate all the good stuff being sober brings to our lives.”
Lucy and Sara launched their range of cards with 28 messages to represent those who live an alcohol-free life. These are grouped into collections following eight themes including Christmas, Birthday, Valentine’s Day, and Support.
Cards include statements such as: “Me: Can I get you a drink? You: No thanks, I don’t drink. Me: Ok, Cool. End of conversation.”
Co-founder Sara says: “Being sober is a brave choice that deserves recognition and tailored products that make you feel included, like you’re not missing out.”
Lucy adds: “We’ve designed the cards to help translate real life understanding of the taboos around not drinking. We want those who aren’t drinking to have a card that speaks directly to them.”
They’re on to a winner if the statistics on drinking are anything to go by. There are 1.4m people in the UK dependent on alcohol. However, 10.4m abstain from drinking. That’s one in five people. The alcohol-free beer category grew by 20% in 2017 to £34.7m. The proof’s in the figures - now’s the time to ’make space for sober.’