Never Sober started back in 2016 as nothing more than a cheeky hat. Founder Chris Combs, who was deep in the on-premise nightlife scene of Old Town Scottsdale, thought the phrase summed up the wild, non-stop energy of the city, where it seemed like everyone was literally never sober.
The first batch of hats was an instant hit. Strangers offered to buy them right off his head. Friends wearing them couldn’t walk into a bar without someone asking where they got it. That’s when Chris realized he had something bigger on his hands. The brand was trademarked, a site was launched, and Never Sober started popping up everywhere as the symbol of living life to the fullest.
Meanwhile, Chris was cutting his teeth working for the biggest names in the energy world: Monster, Rockstar, and Red Bull, learning the ins and outs of how to build more than a product, but a movement.
Fast forward to April 2025: Never Sober officially launched an energy drink at the Desert Storm races in Lake Havasu, Arizona, and the response was electric. What started as a hat has become a lifestyle brand, and now it's the go-to fuel for people who live high on life, chase the night, and refuse to fade out when the music stops.
Today, Never Sober is more than a drink. It’s a mindset. A community. A bold neon reminder that the party isn’t over, it’s just getting started.
Live the life. Live Never Sober.
We’re redefining what it means to be sober. Because sober doesn’t just mean “no alcohol.” It also means dull. Grey. Lifeless. And that’s everything we stand against. Never Sober is about being fully alive. It’s chasing joy. It’s making memories. It’s living life in color. With or without the extras in your hand. It’s an energy. A mindset. A way of showing up every day ready to make it your best. We’re here for the moments worth remembering. The nights that turn into mornings. And the kind of energy that fuels a life well lived.
Never Sober isn’t just for the nightlife—it’s for every highlight of life. For the weekend golf trips with the boys. For the days on the boat surrounded by friends. For the music festivals where you lose track of time. For the house parties that carry into the sunrise. For the nights out that turn into stories you’ll laugh about forever. Wherever the fun is, that’s where Never Sober belongs. It’s the energy behind living your best life.
Never Sober is fun at its core, a nod to the 90s when people truly lived in the moment. That’s the energy we bring back—carefree, colorful, unforgettable. A reminder to always live the Never Sober life.
