Sober in the Country: Championing Social Inclusion with the #OK2SAYNO Message
In rural Australia, the pub is often more than a watering hole; it’s a social hub, a community meeting place, and a cornerstone of connection. But what happens when someone chooses not to drink? For many living in rural and remote communities, saying "no" to alcohol can feel isolating, even alienating. This is where Sober in the Country (SITC) and it’s powerful #OK2SAYNO campaign come in, promoting social inclusion and breaking down the stigma so that nobody questions “why are you not drinking?”
We connected with the Sober in the Country’s founder Shanna Whan (AM) (who was the recipient of the 2022 Australian of the year Local Hero) when we launched ETCH back in 2019 and feel a deep alignment with the SITC mission. We know the importance of creating inclusive social environments where everyone feels they belong - whether they choose to drink alcohol or not.
Who Is Sober in the Country?
SITC is a grassroots charity founded by Shanna Whan, whose personal experience with alcohol addiction and recovery inspired her to spark change in rural Australia. Shanna realised that in the bush, social expectations often revolve around drinking, leaving those who opt out feeling excluded. SITC’s #OK2SAYNO campaign is a simple but profound message that aims to normalise choosing not to drink, or those who wish to moderate - helping individuals feel seen, respected, and included.
Why #OK2SAYNO Matters
The message of #OK2SAYNO is not just for those in rural Australia, those in recovery or those choosing sobriety. It’s for anyone who feels the pressure to drink but wants to say “no thank you” without fear of judgment or isolation. This message resonates deeply with us at ETCH Sparkling, as we believe in creating delicious, healthier-for-you choices that empower people to align their lifestyle with their health and values.
How ETCH and SITC Align
At ETCH, our mission is to offer alcohol-free options that are not only refreshing and delicious, but offer a sense of sophistication. We aim to foster moments of connection and belonging that don’t require alcohol to feel meaningful. Much like SITC, we champion inclusivity, believing that everyone should feel comfortable in social settings, no matter what’s in their glass.
It is an honour for us to partner with SITC and support this aligned mission. Together, we hope to inspire change, one conversation and one drink at a time.
Purchase ETCH between Thursday 27th – Sunday 30th November 2025 and we will donate $1 per order to our mates at Sober in The Country supporting the important work they do - it's truly changing and saving lives.
You can learn more about Sober in the country and their lifesaving #OK2SAYNO message here
