Are non-alcoholic alternatives having their moment?
>It’s Technical
By Carlos Franco—October 8, 2022
Twitter: @itstechnical_cf | Glasp: @CarlosCFranco | Web: CarlosFranco.Bio
In the summer of 2016, a little known seltzer burst on to the social scene, and less than five years later, it was “the fourth largest beer company in the United States(1).” Could non-alcohol alternatives be riding those coattails and mainstreaming sober socializing?
Why it matters
Popular books such as Anne Grace’s This Naked Mind and hashtags such as #sobercurious are finding a foothold on newer social media platforms such as TikTok and gaining traction among Millennials and GenZ.
- Products featuring ingredients like: adaptogens, botanics, nootropics, and other compounds are starting to find their way onto store shelves and subscription services(2).
- Terms like mocktail and shrubs have been in the English lexicon for a long time, but are being revived as buzzwords like drinking vinegar and zero-proof cocktail on menus at high-end restaurants.
- Social events and challenges like Sober October, Dry January, and 30 days sober are finding strength in the collective resolve of family members and friend groups(3).
As a result
More people are opting out of hangovers and potential DUIs by changing what’s in their glass for an evening out.
- Makers of these beverages are starting subscription services and partnering with online grocers like Thrive Market to satisfy the thirst of the imbibers of these new drinks.
- Affiliate programs and discounts for these products are starting to make switching your poison easier to swallow (I’m sorry, I had to).
While these alcohol-free alternatives may not have the meteoric rise that White Claw had in the summer of 2018, they may find their way to a barbecue or game night near you.
Further reading
- Your Guide To Adaptogens (https://www.forbes.com/health/body/what-are-adaptogens/)
- The 14 Best Nootropics and Smart Drugs Reviewed (https://www.healthline.com/nutrition/nootropics)
- 10+ Alcohol Alternatives If You Want To Relax Without The Hangover (https://the-unwinder.com/insights/alcohol-alternatives/)
- 12 of the Best Non-Alcoholic Spirits for Building a Sober Bar (https://www.winemag.com/2020/01/14/12-best-non-alcoholic-spirits/)
References +3
- Accessed October 8, 2022. https://www.winemag.com/2019/09/20/rise-of-hard-seltzer/ ↩︎
- Accessed October 8, 2022. https://outliyr.com/healthy-booze-alternatives-buzzed#:~:text=Best%20Pre-Made%20Alcohol%20Alternatives%20There%27s%20a%20different%20option,Chaser%2C%20and%20Zenify%20are%20good%20but%20feel%20different. ↩︎
- Accessed October 8, 2022. https://www.winemag.com/2020/01/14/12-best-non-alcoholic-spirits/ ↩︎
