WHAT’S “NO SHADE” ABOUT?
No Shade isn’t about calling anyone out.
It’s about creating space.
Space to drink differently.
Space to think differently.
Space to show up without needing a reason.
We’re here to share real stories, real information, and real options—without judgment, pressure, or perfectionism. Because alcohol harm reduction isn’t about getting it “right.” It’s about having choices that actually feel good.
And yes, ideally, it’s also about not texting your ex.
LAST SEPTEMBER, WE TURNED THE VOLUME DOWN—ON JUDGMENT.
September is Recovery Month, and every year we’re using it to shine a light—without the spotlight—on the many ways people are rethinking their relationship with alcohol.
Some people are in recovery.
Some are sober-curious.
Some are cutting back.
Some are training, healing, or just not feeling it tonight.
Some are here purely for the taste.
All of that belongs here.
This isn’t about labels.
It’s about autonomy.
WHY A CAMPAIGN ABOUT ALCOHOL HARM REDUCTION?
Harm reduction isn’t about telling people not to drink. It’s about recognizing that:
Alcohol is a complex substance.
Alcohol can have adverse effects on both mental and physical health—and for some, even a little can lead to a lot.
Despite its widespread use, alcohol harm reduction resources are often limited or not widely known. It’s not really a thing… yet. Our goal is to change that by elevating alternatives, reducing stigma, and expanding access to supportive tools—starting with the survey we offered below.
Having ≤0.5% options alongside alcoholic beverages truly promotes choice—allowing people to decide what’s right for them without pressure or the need for explanation.
Harm reduction recognizes the full spectrum between active use and abstinence, valuing all steps toward safer and healthier decisions.
This is about radical choice, not rigid rules.
WHO’S THIS FOR?
- The “I’ll just have one” crowd
- The “I’m good with water” people
- The friend who’s always been dry and doesn’t owe anyone an explanation
- The person Googling “Is beer a food group?” at 3 AM
- The sober-curious, the cutting-back, the quietly-considering
- Anyone who’s ever felt weird turning down a drink
In other words: you.
OUR PROMISE
No guilt.
No “shoulds.”
No assumptions about your choices.
Just cold, thoughtfully brewed, non-alcoholic beer and a seat at the table.
Because progress doesn’t have to be loud.
And belonging shouldn’t require compromise.
No Shade.
Just options.
This year’s No Shade Campaign is just the beginning.
We’ll be back next September with more stories, more voices, and more ways to choose differently—on your own terms.
Until then, stay curious.
Stay connected.
And stay tuned for next year’s No Shade campaign.
