Sober Musicians Launch Foundations and Nonalcoholic Drinks to Aid Non-Drinkers

A recent Tulane University study highlights a troubling trend in the music industry: 56% of professionals cite problematic substance use, and 34% of touring professionals report clinical levels of depression. For context, only 7% of the general population experiences similar levels of depression.

While some country music artists have chosen to live sober lifestyles, many go further by aiding others in their journeys to sobriety and mental health.

Country artist Walker Hayes and bluegrass guitarist Billy Strings have collaborated with breweries to produce non-alcoholic beverages for themselves and their fans. Hayes partnered with Athletic Brewing to create Fancy Like NA beer, while Strings teamed up with Short’s Brewing to launch Thirst Mutilator hop water.

Musician Marcus King established the Curfew Foundation and has joined forces with 1 Million Strong and The Phoenix to offer sober experiences at live music events, extending support to those struggling with addiction beyond just the concert environment.

Some artists also address their personal struggles with addiction and sobriety through their music. Their songs have resonated with fans, making them realize they are not alone in their fight.

After achieving sobriety eight years ago, Hayes realized the connection between beer and activities like spending a day at the lake or attending a football game. Having discovered Athletic Brewing’s non-alcoholic beers, he decided to collaborate with them to create Fancy Like, a non-alcoholic pilsner that retains the taste of real beer.

Fancy Like was introduced in 25 states earlier this year, and according to Chris Funari, communications manager for Athletic Brewing, it was one of the company’s most successful limited-time launches.

“Walker’s enthusiasm and promotion of Fancy Like led to faster-than-anticipated online sales while helping Athletic reach new customers, especially among Gen Z and Millennial country music fans,” Funari noted.

Billy Strings, who quit drinking in 2016, worked with Short’s Brewing to produce Thirst Mutilator, a non-alcoholic hop water that has become so popular they recently released a new grape flavor to complement the original lemon-lime version.

Kerry Lynch, director of sales for Short’s Brewing, mentioned that they have had a great relationship with Strings since his early career days, when he performed at their brewery. When the brewery sought a partner for a hop water project, Strings was a natural fit.

“Billy loves fizzy waters and, being from West Michigan, he also enjoys a good sugary soda,” Lynch explained. “We sent him different flavor profiles, and lemon-lime was his favorite.”

The first flavor debuted in 2022, and according to Lynch, Mutilator has seen more than triple-digit growth thanks to its organic growth and chain placements. The second flavor was released in June 2024.

“When people see a Thirst Mutilator, they ask, ‘Oh, what are you drinking?’ It piques their interest and shifts the focus from why someone isn’t drinking,” Lynch added.

King, along with Stand Together, brought 1 Million Strong and The Phoenix on his “Mood Swings” tour to change how people approach addiction and recovery. This follows the creation of the Curfew Foundation, which aims to support musicians facing mental health and addiction challenges.

“I really lean on the idea that I can help others,” King said. “I care deeply about other people’s sobriety.”

Scott Strode, founder and executive director of The Phoenix, emphasized the importance of creating supportive spaces for fans and industry professionals affected by substance use.

“The addiction crisis can seem insurmountable, but every one of us who’s been touched by this can be part of the solution,” Strode said.

Charles Kelley chronicles his sobriety journey in his song “As Far as You Could,” capturing the rollercoaster of emotions he experienced. Collaborating with fellow Lady A bandmate Dave Haywood and songwriter Jimmy Robbins, Kelley turned a goodbye letter to whiskey into a poignant song.

“In treatment, we wrote goodbye letters to our drinks of choice. As a songwriter, I felt it would make a great song,” Kelley explained. The resulting song has touched many, with fans reaching out to express how it helped them.

Tim McGraw, who has been sober since 2008, recently released “Hey Whiskey,” a song about his battles with alcoholism. McGraw recalled a moment when he realized he had a problem, taking a shot at 8 in the morning while needing to wake his kids. The song captures his journey and battles through poignant lyrics.

Walker Hayes also released “Same Drunk,” highlighting that everyone has their struggles, whether with alcohol, depression, or anxiety.

“I don’t drink anymore, but I still cope with life somehow. That’s why I wrote that song,” Hayes said.

With lyrics pointing out various struggles, the song resonates with many, offering a sense of shared experience. Kelley noted that receiving messages from fans expressing how his song helped them validates the purpose of his music.

“Having a song that resonates with people on their journey is incredibly rewarding. In our genre full of drinking songs, it’s nice to have a couple for those on the other side of the spectrum,” Kelley said.

For those needing support, confidential help is available 24/7 through the National Suicide Prevention Lifeline at 1-800-273-TALK (8255) or the National Helpline for substance abuse and mental health treatment referral at 1-800-662-HELP (4357).

Source: Tulane University, Athletic Brewing, Short’s Brewing, 1 Million Strong, The Phoenix