As more people are searching for a better-balanced lifestyle, their drinking habits are one of the first changes they seek to make. Even if many people are still partaking in imbibing, the way in which they consume alcohol is indeed shifting. The “sobriety spectrum” is term used for people who may not be in the recovery community per se, but rather “sober-curious” or plainly “health-conscious”. Mindfulness is in and overindulgence is out. As Millennials have spearheaded the revolution in health and fitness, alcohol alterations are next for this “generation moderation”
A ripple effect of the overall wellness movement has seeped into the big bar business with bartenders offering low alcohol and no-alcohol beverages on their menus. In highly health-conscious areas like Los Angeles, people are swapping out their usual mixes for“Low Alcohol By Volume” and “No ABV” cocktails.
Sober Bars
Sober bars are becoming more popular as well. In New York City, the city that nevert sleeps and is known for bar patrons hanging out until the wee hours in the morning has opened its first permanent booze-free bar called Getaway. The owner explains “you can sit there, chat with the bartender, chat with the person next to you. It’s a social place; the alcohol almost seems secondary.” The bar is a great spot for young professionals, first-dates and anyone looking for a social experience without the alcohol.
Alcohol Companies Respond
Similar to how big tobacco responded to plummeting sales due to the non-smoking undertaking by investing into e-cigarettes, the health and wellness movement has also prompted alcohol companies to explore non-alcohol options to meet a growing consumer demand. With investors flocking to capture these “sober-curious” consumers, countless startups have popped up offering the non-alcohol products. Even the heavy hitters like Anheuser-Busch are getting in on the abstinence action by investing in alternatives.
The Sober Elite
Until more recently, those in the sober community often felt out of place, uninteresting and even ignored when it came to mainstream media. However, the perception and stigma of sobriety has transformed with many of Hollywood’s top celebrities speaking openly and candidly about their sober lifestyle. Robert Downey Jr, Denzel Washington, Brad Pitt, Jennifer Lopez, Natalie Portman, Kim Kardashian and the list goes on and on. Proving you can even live a life of glitz and glamour sans the alcohol.
The Future of Sobriety
The sober movement trickles into other areas of entertainment including nightlife events and even large festivals offer substance-free zones. Mobile Apps, sober communities and sober options are becoming more prevalent for those looking to socialize without alcohol. As more people dabble in sobriety with things like Sober October or Dry January and try these new beverages, who knows what this movement could become.
References:
https://time.com/5597204/millennial-drinking-alcohol-companies/
https://techcrunch.com/2019/10/08/tempest-virtual-sobriety-school/