Jono Yates, former captain of the popular Instagram account @SimplyPints, has gone from promoting cold beers in vibrant pubs to becoming a leading voice in the sober community. After more than two decades of heavy drinking, Yates has been sober for five months and is sharing his story with followers, while reflecting on the challenges and revelations of sobriety.
For years, Yates lived a dream life. He traveled the world, sampling the best beers and showcasing them to his 100,000-strong following. His work was built on finding the perfect pint of Guinness, and with every post, engagement skyrocketed, providing him with an income that kept him going. Yet, he admits, the lifestyle was unsustainable. “I never could do moderation,” he says. “For every pint I posted, there were several more behind the scenes.”
Drinking led him to incredible experiences, but it also took a severe toll on his personal life. It almost cost him his family, his friends, and even the sports agency he co-founded. Ultimately, it was his sister who encouraged him to seek help, leading him to Alcoholics Anonymous (AA).
In the early months of his recovery, Yates began reflecting on his journey and decided to pivot @SimplyPints into a platform focused on sobriety. Although he initially feared the backlash, with some 15,000 followers unfollowing him, he was surprised by the support. “I gained 10,000 new followers, and the messages of support kept coming in,” he shares.
Yates now wants to shift the narrative around sobriety. He believes that the sober influencer community, particularly in the UK, needs to take a more authentic approach. “The majority of sober influencers look down on drinkers,” he says. “I want to tell the truth, show the hard bits, and create something real—more human. A ‘if they can do it, maybe I can too’ approach.”
Yates is careful in his approach to the sober influencer space, which he notes is mostly dominated by U.S.-based accounts. He feels the UK needs a more grounded perspective, one that doesn’t shy away from the struggles of sobriety. His new direction for @SimplyPints, now rebranded as @TheSoberlap, is to share personal stories, emphasize real challenges, and provide support for those in similar situations.
On the topic of non-alcoholic drinks, Yates praises Guinness 0.0% as a surprisingly good alternative. “It’s creamy, refreshing, and almost perfect,” he says. “But there’s one thing missing: the chaos.”
As Yates continues to build his sober platform, he remains committed to keeping things real and relatable for those who are navigating their own sobriety journeys.
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