Sober Curious
In recent years, there has been a growing trend towards "sober curious" beverages, which are non-alcoholic drinks marketed for people interested in reducing their alcohol consumption but still want to enjoy the taste and experience of a craft beverage. While we’ve been following this trend for over a decade, the sober curious movement appears to be accelerating as Millennials and Gen Z are taking over the consumer marketplace.
The trend has been driven in part by the growing popularity of events like Dry January, as well as by a wider shift towards healthier and more mindful living.
We recently supported the PR/Messaging efforts of non-alcoholic beverage brand, Sarilla and learned a lot more about the nuances behind the sober curious movement — especially on college campuses.
Sober curious beverages come in a wide range of styles and flavors, and can be made from a variety of ingredients including fruit juices, herbs, spices, and botanical extracts. Many of these drinks are designed to mimic the flavors and aromas of alcoholic beverages such as wine and cocktails, making them a good option for people who want to enjoy the taste of a drink without the alcohol.
In addition to being a healthier option, sober curious beverages are also often more environmentally friendly than their alcoholic counterparts. Many are made with natural, organic ingredients and are packaged in eco-friendly containers, making them a more sustainable choice.
Interestingly, updated federal health guidelines are urging more alcohol moderation at the same time many states are relaxing laws for recreational cannabis use and possession. This confluence may also be contributing to growth of the sober curious movement.
In an article last year entitled A Clear-Headed Look at the ‘Sober Curious’ Movement by Talene Appleton, the author reports that “Gen Z is increasingly embracing cannabis. Led by trends like the sober-curious movement, cannabis is growing in popularity among adults in their early 20s, with Gen Zers comprising 25.8% of new cannabis customers in 2021, according to the State of Cannabis report by Eaze, a marketplace for legal cannabis.”
The impact of Dry January goes beyond increasing popularity of non-alcoholic drinks. Studies have shown that even a short period of abstaining from alcohol can have significant positive effects on the body. For example, taking a break from alcohol can lead to improved sleep quality, better digestion, and weight loss. It can also help to reduce the risk of developing long-term health problems such as liver disease, certain cancers, and cardiovascular disease.
In addition to the physical benefits, many people also report increased mental clarity and a feeling of overall well-being after participating in Dry January. Abstaining from alcohol can help to reduce stress and anxiety, and can even lead to improved relationships and productivity.
Overall, the rise of sober curious beverages reflects a growing interest in healthier and more mindful ways of living. Whether you're looking to reduce your alcohol intake or just want to try something new, these beverages offer a tasty and refreshing alternative to traditional alcoholic drinks.
I’m currently on day #12 of Dry January 2023 and feeling much more energized and clear headed.