About

Sober Futures is a project led by Peter Thickett - currently Senior Director at TRIPTK, a brand strategy and innovation agency headquartered in New York City.

Having spent the majority of his career thus far consulting for some of the world’s leading beverage brands - he’s passionate about the positive role that drinks can play in facilitating cultural discovery, and bringing people together in communion.

As a newly sober consumer, he’s now on a mission to channel his knowledge to help shape the next generation of no and lo drinks brands, that speak to the increasingly discerning sober, sober-curious and more moderate consumer.