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Challenges like ‘Sober October’ and ‘Dry January’ try to encourage people to think about their alcohol intake, and with Sober October approaching, we ask: where does this idea come from? It began in 2014 as a campaign to raise money for Macmillan Cancer Support in the UK, and over the years it has become easier to reach for different non-alcoholic drinks as more and more products hit the shelves.
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