Skift Take
It makes sense that the alcohol industry would want in on the wellness movement, considering it’s a sector that has everything to do with lifestyle. But it’s unclear if consumers will get on board with the repositioning or if they’ll just consider it a buzzkill.
We knew this day was coming. Just as the “sober curious” movement has taken off, with more wellness-minded millennials steering clear of wine, beer, and spirits in favor of booze-free alternatives, the alcohol industry is fighting back — by reimagining itself as a healthy beverage category.
Yep, you heard that right: Alcohol wants a wellness makeover.
On the one hand, new brands are hitting the shelves, including Sufferfest Beer, which markets itself as a post-workout recovery drink. Then there’s FitVine, a wine line that claims its product is made with fewer sulfites and less sugar than that of its rivals — along with no flavor additives or GMOs, of course.
These new companies may sound fresh and inventive to the fitness set, or they might also be regarded as silly marketing tactics. Some argue that labeling certain types of alcohol as “good” puts it on a pedestal over rival varieties that may not be warranted. This can be problematic from a body positivity standpoint, as well
