Americans Sober Up: The Rise and Impact of the "Sober-Curious" Movement

The term "sober-curious" refers to individuals who are actively choosing to reduce or eliminate alcohol consumption as part of a broader focus on health and wellness. This movement is rapidly gaining momentum across the United States, fueled by an increasing interest in mindful consumption and overall well-being.

As a result, social norms are shifting, and the beverage and hospitality industry is evolving to accommodate this trend. More Americans are now exploring the benefits of a lifestyle with less or no alcohol, redefining traditional social interactions and the market for non-alcoholic beverages.

Group of friends toasting.Photo byLomb via Shutterstock

The Emergence of NoLo Beverages

The rise of non-alcoholic and low-alcohol (NoLo) beverages is a significant marker of the sober-curious movement.

Defining NoLo

One thing to note is that there is a broad range of terminology that refers to NoLo. The most common examples of terms range from “no”, “free”, “zero”, “low”, “light” to “reduced”. The operational definitions of the terms “alcoholic beverage”, “low-alcoholic beverage” (LAB), and “non-alcoholic beverage” (NAB) are subject to varying regulations in different countries.

It Encompasses No and Low

Depending on where you live, whether a beverage is deemed “alcoholic” or not varies quite a bit:

• “No alcohol” products in the USA, Australia, Belgium, Croatia, Germany, Portugal and China, for example, can contain ≤0.5 ethanol/alcohol percent by volume.
• “Low alcohol” products in the same countries have no definition.
• In the United Kingdom, “low alcohol” has a range of 0.05–1.2.
• In the Norway, “no alcohol” is set at ≤0.7, and “low alcohol” has a range of 0.7–2.75.
• In the Finland, “no alcohol” is set at ≤2.8, and “low alcohol” has a range of 2.8–3.7.
• In the Denmark, “no alcohol” is set at ≤0.5, and “low alcohol” has a range of 0.5–2.8.

You can see that the ranges are broad. In addition, the rationale for the ranges is not always clear.

Do Any “Alcoholic” Beverages Contain “Zero” Percent Alcohol?

Another subcategory of no alcohol is “zero” or “0.0% vol.”, however, the analytical limits are set at 0.04% vol., while 0.05% vol. would be rounded off to 0.1% vol. From a biochemical standpoint, this category is often more a marketing-driven category because ethanol at levels of 0.5% vol. already appears virtually “safe”. However, some groups of consumers, such as those of the Islamic religion, may prefer 0.0% vol. for ethical reasons.

Popularity of NoLo

According to The Atlantic, the popularity of these beverages surged during the pandemic and has continued to grow, with approximately 70 NoLo bottle shops and several dozen non-alcoholic bars now operating in the U.S. These establishments cater to adults looking for sophisticated, alcohol-free alternatives.

Gen Z Leads the Charge

Gen Z is at the forefront of the sober-curious movement. A recent NCSolutions analysis revealed that the share of Gen Zers planning to drink less alcohol in 2024 increased by 53% compared to the previous year. Alan Miles, CEO of NCSolutions, noted, "Younger consumers are increasingly expressing a growing interest in healthier options for social drinking. Beverage brands have a real opportunity to engage and build brand loyalty with the next generation of consumers by focusing on the right combination of creative, product, placement, and timing".

Health and Wellness as Driving Forces

Health and wellness are primary motivators for those embracing the sober-curious lifestyle. Milan Martin, founder of The Free Spirits Co., emphasized the importance of mindfulness in consumption: "People are more aware of what they consume and concerned with the impact of what they consume has on their bodies, their mental health, and the planet". This shift is reflected in the increasing popularity of non-alcoholic beverages that align with consumers' health goals.

Social Media Influence

Social media plays a crucial role in promoting the sober-curious movement. Nearly half of Gen Z respondents in the NCSolutions survey cited social media as the most effective channel for learning about new non-alcoholic options. This digital influence helps spread awareness and normalize the choice to reduce or eliminate alcohol consumption.

Celebrities Are On Board

Katy PerryPhoto byJohn Seer via Shutterstock

Many celebrities have started their own low and no alcohol brands, or have endorsed others:

• Kylie Minogue: No Alcohol Prosecco Rosé. Very popular in the UK and only 22 calories per 100 ml.
• Katy Perry: De Soi. A sparkling line of non-alcohol botanical aperitifs with 3 flavors: Golden Hour, Champignon Dreams, and Purple Lune (Perry’s personal favorite).
• Blake Lively: Launched the Betty Buzz mixers line in 2021 to suit her alcohol-free lifestyle. Check out Tonic Water, Sparkling Grapefruit, Meyer Lemon Club Soda and Sparkling Lemon Lime.
• Bella Hadid: Kin Euphorics is a ‘non-alcoholic, functional beverage, designed using ingredients that nourish mind and body’. Think adaptogens, nootropics and ‘spirit-centering’ botanics, rooted in Ayurveda.
• Spencer Matthews: CleanCo offers non-alcoholic, zero-sugar alternatives to traditional spirits like gin, vodka, whisky, and rum. CleanCo has gained a reputation for producing products that closely mimic the taste of their alcoholic counterparts.

Personal Choice and Flexibility

Unlike past temperance movements, the sober-curious trend emphasizes personal choice and flexibility. Ruby Warrington, author of Sober Curious, stated, "We don't actively promote abstinence. I'm very much like: You figure out what works for you, and let's support you in doing that". This approach allows individuals to tailor their relationship with alcohol to their personal preferences and needs.

The Impact on Drinking Culture

The sober-curious movement is challenging traditional drinking culture. Laura Taylor, founder of Mingle Mocktails, observed, "We have seen people participate in Dry January, Dry July, and Sober October for years, but more recently, we are seeing more and more people carrying the 'challenge' well past the end of the month". This shift indicates a broader acceptance of alcohol-free lifestyles and a reevaluation of social norms around drinking.

The Future of the Beverage Industry

The growing interest in non-alcoholic beverages presents significant opportunities for innovation in the beverage industry. Julie Galbraith, chief marketing officer at Deschutes Brewery, noted, "For many, it's not about completely giving up alcohol but rather about exploring alternative options, like non-alcoholic beer, that align with their health goals". Brands that can offer appealing, health-conscious alternatives are likely to thrive in this evolving market.

The Takeaway

The sober-curious movement is more than a passing trend; it reflects a fundamental shift in how Americans approach alcohol consumption. With health and wellness at the forefront, and younger generations leading the charge, the movement is poised to reshape social norms and drive innovation in the beverage industry. As Ruby Warrington aptly put it, "You figure out what works for you, and let's support you in doing that". Check out our roundup of enticing mocktail recipes. Get ready for everything from a Blood Orange Ginger Mint Spritzer, Sparkling Ginger Cranberry Punch, and Kissing on the Beach – A Sex On The Beach mocktail!

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