Beverage Brands Get In on Growing ‘Sober Curious’ Movement
Photo Credit: The mocktail category has recently received a makeover. Pexels / @rawpixel.com
Skift Take
If a bar doesn't serve alcohol, is it really a bar? If a beer doesn't get you buzzed, is it really a beer? As alcohol purveyors and entrepreneurs seek to cash in on the trend of healthy beverages, twists on nonalcoholic adult drinks are popping up everywhere.
The idea of the mocktail has been around for a while. When at a bar, teetotalers have long been inclined to order virgin cocktails or club soda with lime. But as millennials and Gen Z embrace better-for-you practices even in their vices, the mocktail category is getting a makeover.
The idea of a spirited beverage without the spirits is appealing to today’s sober curious. Yep, that’s a thing. Being sober curious is not about abstaining from alcohol altogether. Instead, it’s a new, mindful approach to drinking — or not drinking — for the wellness devotee.
As Brandy Rand, chief marketing officer of The IWSR, which tracks the beverage and alcohol industry, told Bon Appétit, "25- to 44-year-olds are 'significantly trying to reduce their alcohol intake.'" That’s likely why the market for low- to zero-alcohol beverages is
