Being Sober Curious Never Looked This Good
Being Sober Curious Never Looked This Good
With Lily Geiger, Dorothy Munholland and Emily Onkey
By HURS Team
Not drinking at a social outing used to raise some eyebrows. A lot has changed since then. Consumer’s heightened interest in wellbeing has led to many reconsidering their relationship with alcohol. Drinking moderately or not drinking at all has become cool and somewhat aspirational. And the numbers tell a similar story. In 2022, sales of no- and low-alcohol beverages surpassed $11 billion in market value – up from $8 billion in 2018 – growing by more than 7 percent across 10 key global markets, IWSR Drinks Market Analysis reported. And the trend isn’t just led by the sober community. 78% of consumers of no- or low-alcohol products also drink standard alcohol.
What has helped the popularity of the sector is delivering the right product. Where non-alcoholic beverages used to taste like fruit juice or lack a sense of maturity, the new vanguard of booze-free brands have cracked the code on delivering on flavor, well-sourced ingredients as well as great branding. From alcohol-free wines to phony Negroni’s, there’s an endless offering of more creative substitutes for your favorite spirit. Brands like Ghia create sophisticated drinks you want to be seen with. Offering a more inclusive choice over opting for soda or water. It’s an essential part of creating an experience that mirrors the one you have when drinking its traditional alcoholic counterpart.
We wanted to know more about the booming non-alcoholic beverage market and asked three industry insiders for their take.