Non-alcoholic ‘spirits’ company Caleño and tropical rum brand Duppy Share have launched a campaign to celebrate moderated drinking throughout October.

The brands’ So-So Sober October campaign is a moderate drinking spin on the annual charitable Sober October initiative.

While Sober October encourages individuals to give up alcohol for the month, the focus of So-So Sober October is on cutting back, rather than cutting out altogether, championing a ‘softer’ approach to the month and empowering mindful drinking.

The two brands have created special serves as part of the campaign, including a 50/50 Mojito, which is made using a mix of Caleño’s non-alcoholic ‘rum’ and Duppy Share’s spiced rum. The recipe is shared below.

The cocktails will be promoted on social media, alongside a month-long marketing campaign.

Caleño founder Ellie Webb said: “Whether you stick to drinking alcohol-free drinks in the week, mix your Mojitos at home with half non-alcoholic and half alcoholic spirits, or go completely sober for the month, we are here to say it’s OK to be ‘so-so’.

“Caleño has always been a brand that celebrates moderation, and we’ve been waiting for the perfect opportunity to partner with an alcohol brand like Duppy Share. Our brands have a lot of synergy, both revolving around high-tempo occasions and bringing tropical, good vibes.”

As part of the campaign, for the first two weeks of October, a ‘So-So Karaoke’ van will be driven across London, searching for ‘the most average karaoke singer’.

Duppy Share CEO Jack Orr-Ewing added: “This campaign is something a forward-thinking alcohol brand like us can jump on. We know October is usually promoted as a time to cut out alcohol, but our partnership with Caleño will take a different approach to the month, making it more achievable for those wanting to moderate before a busy festive season.”

Earlier this year, Caleño received B Corp certification, having been recognised for its commitment to its employees, as well as its policies and ‘overall company mission’.

Duppy Share raised £2 million (US$2.4m) in funding last year.

In 2022, the worth of the low‐ and no‐alcohol category exceeded US$11 billion in 10 key markets, according to IWSR Drinks Market Analysis.

50/50 Mojito

Ingredients

• 25ml Caleño Dark & Spicy
• 25ml Duppy Share spiced rum
• 20ml sugar syrup
• 1 lime
• 6-8 mint leaves
• Soda water

Method

Muddle the mint and lime at the bottom of a highball glass, filled with crushed ice. Add the sugar syrup. Pour in Caleño Dark & Spicy and Duppy Share spiced rum. Top with soda water and garnish with more mint and lime.