The "sober curious" movement is gaining traction, with more people choosing non-alcoholic options for reasons, including health, wellness, and managing mental health. It represents a shift in how people in the U.S. think about alcohol use, especially college students and Gen Z.
Popular restaurants, bars, and brands are embracing the trend by offering meticulously crafted non-alcoholic cocktails, beers, wines, adaptogens, and nootropics as "better-than-alcohol alternatives."
The market for zero- and low-alcohol beverages, known as "NoLos," has grown rapidly in recent years, fueled by the sober curious movement and a desire for healthier drinking. It is projected to grow substantially by 2028.
As nonalcoholic adult beverages are becoming more mainstream, the definitions of an "adult" drink are being reevaluated, including factors like branding, bottle design, and atmosphere.
Global sales of non-alcoholic drinks are expected to grow by over 7% annually, with Western Europe leading the charge. Non-alcoholic drinks will make up nearly 4% of the overall alcohol market, valued at over $13 billion.
Sources: rollingstone.com, foxnews.com, forbes.com, theatlantic.com, and bcg.com.
This article was written in collaboration with Generative AI news company Alchemiq.
