The ALMR has encouraged its members to utilise the Go Sober for October campaign as a chance to showcase their diversity and vitality and encourage customers to take part in their venues.
ALMR Chief Executive Kate Nicholls said: “The Go Sober for October campaign is great opportunity for the licensed hospitality sector to help raise money for a good cause and showcase the vitality and variety of its fantastic offering. The campaign has grown from strength to strength over recent years and our venues should approach it as an opportunity, not a threat.
“Pubs and bars are about much more than just alcohol and we have seen a real renaissance in the eating out market over recent years. There is an opportunity here to spotlight the great things this sector is achieving in terms of premium soft drinks, artisan coffee and inventive non-alcoholic cocktails.
“Customers have a chance to discover everything that we have to offer and we are in a fantastic position to remind them that great nights out in our venues needn’t revolve around alcohol.”