Sober Girl Society

What Sober Girl Society does

Sober Girl Society is a UK-headquartered, founder-led community platform and direct-to-consumer brand serving sober and sober curious women. Founded in 2018 by Millie Gooch, the company operates a free community membership model and monetizes through five streams: physical merchandise (a Milestone Collection of soberversary pins and keyrings spanning 1 month to 10 years sober, branded caps, tote bags, and cake toppers), digital products (workshop replays, courses, and downloadable prints including a 30-page sober colouring book), ticketed virtual and IRL events (Virtual Sober Club, Book Club, Film Club, Queer Club via Zoom, plus UK boozeless brunches and Sober Sweat dance classes), brand partnerships and workplace talks (Barclays, Charlotte Tilbury, ASOS, Ministry of Justice, TRIP, SENTIA, Chance Cider), and community donations via The Tipsy Jar. Approximately 95% of content is free to access.

The technology footprint is intentionally minimal: the entire commerce and content stack runs on Shopify, with no proprietary platform, no public API, no SDK, no mobile app, and no disclosed AI/ML capabilities. The catalog comprises 107 products and 56 paid workshop replays. The underlying technology differentiates the company not at all; competitive differentiation derives from the founder's personal brand (215K TikTok, 113K Instagram), earned media in BBC, ITV, CNN, Vogue, Elle, and The New York Times, and the network effects of the self-described world's largest community for sober and sober curious women.

The go-to-market motion is community-led and event-driven: a free newsletter signup feeds an Instagram-anchored community, which converts into paid event tickets, low-ticket merchandise purchases, and B2B workplace-talks engagements. Pricing is uniformly low — virtual events from £5, IRL events £10–£16, book clubs £9, merchandise £5–£35, courses from £21 — with free 'no income' spots on virtual events. The company is bootstrapped, has no disclosed external funding, and operates with a two-person core team (founder plus one freelance events/community manager) from a registered address in Ebbsfleet, United Kingdom, shipping worldwide.

Name

Sober Girl Society

Legal name

Sober Girl Society

Website

https://sobergirlsociety.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Sober Girl Society is a UK-based, founder-led community platform and Shopify-powered direct-to-consumer brand serving sober and sober curious women worldwide, monetizing through low-ticket merchandise, ticketed virtual and IRL events, digital workshops, brand partnerships, and donations.

Ownership category

akta.pro rank

Product category

Sober Lifestyle Community & Merchandise

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)

Keywords

• Sober living community
• Alcohol-free lifestyle
• Sober curious women
• Non-alcoholic drinks
• Sober milestone merchandise

Headquarters

HQ city

Kent

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Merchandise Sales: Sale of branded merchandise including pins, keyrings, caps, bags, cake toppers. Products range from milestone sobriety items (1 month to 10 years sober) to lifestyle items. Digital prints also available for download.
2. Workshop Replays and Digital Courses: Digital products and courses including workshop replays on topics like navigating shame, yoga for sobriety, personal finance, nutrition, and guided journaling ebooks. One-time purchase model.
3. Event Tickets: Ticketed virtual and in-person events including Virtual Sober Club (£5), book clubs, film clubs, queer clubs, and IRL events. Tiered pricing with free 'no income' spots available for virtual events.
4. Brand Partnerships: Partnerships with brands including talks, workshops, brand partnerships, media quotes and interviews. Founder Millie's personal following (215K TikTok, 113K Instagram) used for sponsored content.
5. Donations: The Tipsy Jar donation mechanism for community support. Approximately 95% of content is free to access.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Sober Girl Society is a community-driven platform and Shopify-powered e-commerce brand for sober and sober curious women, offering free community membership alongside paid merchandise (milestone pins, keyrings, caps, tote bags, cake toppers), digital products (workshop replays, courses, digital prints), and ticketed virtual and in-person events across the UK. It monetizes through product sales, event tickets, brand partnerships, donations via the Tipsy Jar, and affiliate discount codes for non-alcoholic drinks partners.

Product overview

Sober Girl Society is a community platform for sober and sober curious women offering both free community access and paid products/services. The core offering is a free community platform providing virtual workshops, online meet-ups (Virtual Sober Club, Book Club, Film Club, Queer Club), and IRL UK events, supported by a weekly newsletter from founder Millie Gooch. The product portfolio includes physical merchandise (Milestone Collection pins and keyrings celebrating 1 month to 10 years sober, branded caps, tote bags, cake toppers), digital products (workshop replays, digital courses like Journal Your Way Through Sober Curiosity, digital prints including a 30-page colouring book), and a drinks recommendations hub with partner discount codes. The platform is built on Shopify and maintains active presence across Instagram, TikTok, Facebook, and Pinterest.

Differentiator

Problem solved

Functional benefit

Products and services

• Soberversary Pins Enamel pins celebrating sobriety milestones from 1 month to 10 years, used by sober and sober-curious women to mark personal sobriety anniversaries or as gifts for soberversaries.
• Soberversary Keyrings Keyrings with silver reflective text celebrating sobriety milestones from 1 month to 10 years, serving as personal keepsakes or gifts for soberversaries.
• Soberversary Cake Toppers Decorative cake toppers (e.g. Happy Soberversary) for celebrating sobriety milestones at sober birthday and anniversary events.
• Branded Caps Branded caps in multiple colourways featuring the Sober Girl Society logo, sold as lifestyle apparel for the community.
• Branded Tote Bags Branded tote bags featuring Sober Girl Society community slogans such as 'Mocks Not Cocks'.
• Milestone Collection A sub-brand collection encompassing the complete range of sobriety milestone merchandise, including pins and keyrings for 1 month through 10 years sober, allowing customers to shop the full milestone range in one place.
• Workshop Library Library of 56+ on-demand digital workshop replays covering sobriety-related topics from expert contributors, including trauma, shame, anxiety, nutrition, yoga, neuroscience, and personal finance; includes a 3-part Yoga for Sobriety course with Crystal April.
• Digital Courses Guided eBooks and structured digital courses including Journal Your Way Through Sober Curiosity and A Beginner's Guide to No & Low Drinking, with recommendations and recipes.
• Digital Prints Downloadable printable art with sobriety themes including the 30-page Sober Colouring Book and prints such as Fierce Sober Woman, Tyrannosaurus Wreck, Soberella, and motivational quotes.
• Virtual Events (Club, Book Club, Film Club, Queer Club) Ticketed online meet-ups hosted via Zoom, including the Virtual Sober Club, Virtual Book Club, Virtual Film Club, and Virtual Queer Club, offering facilitated discussions and community connection for sober and sober-curious women globally.
• In-Person UK Events Ticketed in-person events across the UK including boozeless brunches, Sober Sweat dance classes, and collaborative cultural events with partners such as National Trust and Pho, with WhatsApp community access for attendees.

Quantifiable outcome

• Over 215,000 TikTok followers and 113,000 Instagram followers for founder

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core and minor.

• BRITAcoreGTM or Marketing PartnerBRITA partnership includes series of exciting activities aligned with Sober Girl Society's values of mindful living and hydration awareness. BRITA UK is featured on SGS brand partners page.
• Sainsbury'sminorGTM or Marketing PartnerMajor UK supermarket chain featured on SGS brand partners page.
• OreominorGTM or Marketing PartnerBrand partnership with Mondelez brand. Featured on SGS brand partners page.
• LidlminorGTM or Marketing PartnerUK supermarket chain featured on SGS brand partners page.
• TikTokcoreGTM or Marketing PartnerPlatform partnership driving content reach. SGS founder has 215K TikTok followers.
• AdobeminorGTM or Marketing PartnerAdobe featured on SGS brand partners page.
• Air UpminorGTM or Marketing PartnerScent-based hydration brand featured on SGS brand partners page.
• ShloerminorGTM or Marketing PartnerNon-alcoholic sparkling drink brand featured on SGS brand partners page.
• Canary WharfminorGTM or Marketing PartnerBusiness district venue partnership featured on SGS brand partners page.
• San PellegrinominorGTM or Marketing PartnerPremium Italian mineral water brand (Nestlé brand) featured on SGS brand partners page.
• Nationwide Building SocietyminorGTM or Marketing PartnerUK building society featured on SGS brand partners page.
• MicrosoftminorGTM or Marketing PartnerTechnology company featured on SGS brand partners page.
• National TrustminorStrategic or Co-development PartnerJoint events partnership. Birmingham Stories & Stitching event at Birmingham Back to Backs with 100% of ticket sales donated to National Trust.
• PhominorGTM or Marketing PartnerVietnamese restaurant chain partnership for brunch events showcasing AF drinks and venue to SGS community.
• Charlotte TilburyminorGTM or Marketing PartnerWorkplace talks delivered by founder Millie for employees on alcohol awareness and sober curious living.
• BarclaysminorGTM or Marketing PartnerVirtual session on alcohol awareness during Alcohol Awareness week for Barclays 'Let's Talk Alcohol' team.
• ASOSminorGTM or Marketing PartnerEmployee learning and development event delivered by Millie.
• Ministry of JusticeminorGTM or Marketing PartnerWorkplace talks delivered on alcohol awareness for government employees.
• Alcohol Change UKminorOthersMillie is a proud charity ambassador for Alcohol Change UK, the leading UK alcohol charity.
• London Girls Book ClubminorStrategic or Co-development PartnerCollaboration for book bedazzling events and book club partnerships.
• OakberryminorGTM or Marketing PartnerAdmin Night event hosted at Oakberry UK venue.
• Home Wellness UKminorGTM or Marketing PartnerSound healing event partnership with Home Wellness UK.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tempest: US-based alcohol-free life platform offering courses, coaching, and community (originally This Naked Mind by Annie Grace). Comparable sober-curious education and community product, with broader paid digital course monetization than SGS.
• She Recovers: Global nonprofit community and events network for women in recovery from substance use, mental health, and trauma. Directly comparable in women-only sober community positioning, peer-support model, and events-driven engagement.
• Hip Sobriety: Media and community platform for sober millennials founded by Holly Whitaker (author of Quit Like a Woman). Overlaps with SGS on women-focused sober content, books, and community, though skewed more US-centric.
• Club Soda: UK-based social club and community for people drinking less or not at all, with paid membership tiers, events, and an AF drinks marketplace. Closest direct analogue to Sober Girl Society in geography and audience, though co-ed rather than women-only.
• The Luckiest Club: Online sober-curious community and shop for women offering support circles, courses, and curated AF products. Closely matches SGS on women-only sober-curious audience, digital courses, and AF drinks retail affinity.

Others

• Alcohol Change UK: Leading UK alcohol charity of which SGS founder Millie Gooch is an ambassador. Comparable UK alcohol-awareness mission, policy/advocacy positioning, and access to enterprise and government audiences for SGS's B2B talks.
• Athletic Brewing Company: US craft non-alcoholic beer brand that actively sponsors and engages with sober/sober-curious communities and events. Closely aligned with SGS's AF drinks partnership ecosystem and audience, though on the brand side rather than community side.

Broad incumbents

• Daybreaker: Global sober-curious morning dance and wellness events community operating across multiple cities. Broader incumbent in the alcohol-free social experience category with larger scale, but with less depth in women's sobriety-specific content and merchandise.
• Meetup: Large-scale platform enabling community-led events and meetups globally. Functional analogue to SGS's virtual/IRL events infrastructure and community-orchestration model, though without the women-only sobriety niche and content library.

Emerging players

• Sans Bar: Alcohol-free cocktail bar and event concept with pop-ups and residencies in Austin and beyond. Comparable in delivering sober social/experiential venues and AF drinks programming, though as a physical operator rather than a community platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sobergirlsociety
• Instagraminstagram.com/sobergirlsociety/?hl=en
• TikToktiktok.com/@sobergirlsociety?is_from_webapp=1&sender_device=pc
• Pinterestpinterest.com/sobergirlsociety
• LinkedInlinkedin.com/company/sober-girl-society

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sober Girl Society