Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sober
Community
"Sober curious" consumers are aided by modern communities.
4.7
Trend score
Trend
What is the Sober Community trend?
Sober Community: People who are choosing to avoid alcohol for reasons less serious than addiction are finding support and socialization in new versions of sober support groups. These communities include everything from alcohol-free bars to non-alcoholic wine clubs.
Insight
The consumer insight behind the Sober Community trend
"Sober curious" consumers are on the rise as Millennials and Gen Z continue drinking less than their predecessors for the sake of their personal health. Consumers who don't value drinking still look for ways to socialize and bond with peers, and the formation of like-minded communities is crucial to that process.
Trend themes
Themes within the Sober Community trend
Three behaviours holding the trend together01
Sober Curious
The sober curious trend is encouraging non-alcoholic alternatives and community-focused experiences.
02
Non-Alcoholic Products
The growth of the low- and no-alcohol market is leading to innovative non-alcoholic products and party packs.
03
Interactive Communities
Apps and online communities are being created to support the growing sober-curious community.
Industry implications
What the Sober Community trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry is creating non-alcoholic alternatives and experiences for the sober curious.
For
Wellness
The wellness industry is promoting the benefits of reducing alcohol consumption and providing resources for achieving sobriety.
For
Technology
The technology industry is creating apps and online communities to support the growing sober-curious community.
Workshop question
How is your brand prioritizing the health-focused values of Millennials and Gen Z?
Trend signals
Trend signals for Sober Community
Trend score 4.7 out of 10, from popularity 71%, activity 55%, freshness 14%.
Popularity71%
Activity55%
Freshness14%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Sober Community trend
8 featured examples from Jul 20, 2019 to Dec 13, 2022CategoryBusiness
Alcohol-Free Bars
The BrewDog AF Bar Supports "Drink All You Can Jan"
Opportunity to expand craft beer offerings by introducing a range of alcohol-free options.
CategoryLifestyle
Non-Alcoholic Wine Clubs
Acid League Wine Proxies are Sophisticated Wine Alternatives
The beverage industry can explore new opportunities for non-alcoholic wine alternatives and cater to the needs of non-drinkers and the sober curious.
CategoryLifestyle
Sober-Curious Community Apps
Rethink with Tempest Shares Mini-Courses, Videos, Lessons & More
The health and wellness industry can benefit from the emergence of apps that cater to the sober-curious community and the thriving low-alcohol market by developing new health prog…
CategoryLifestyle
Non-Alcoholic Cocktail Competitions
Less is More Challenges Bartenders to Make Alcohol-Free Drinks
The beverage industry is in a period of innovation, where non-alcoholic, low-alcohol, and alcohol-free alternatives are emerging in response to consumer preferences and trends.
CategoryLifestyle
Vegan Non-Alcoholic Bars
SourTooth Shares a Japanese Speakeasy & Bohemian Nightlife Experience
Opportunity for hotels, bars, and restaurants to cater to the growing demand for non-alcoholic and plant-based options.
CategoryLifestyle
Alcohol-Free Party Packs
Athletic Brewing's Dry January Party Pack Forgoes Booze But Not Flavor
Athletic Brewery is disrupting the craft beer industry by offering customers a healthier alternative to traditional alcoholic beverages, opening up a new market for the alcoholic…
CategoryLifestyle
Alcohol Consumption-Tracking Platforms
'Zero Percent' Helps Users Cut Back or Stop Drinking
The 'Zero Percent' platform's alcohol consumption-tracking features have potential for disruptive innovation within the health and wellness industry, specifically in addiction rec…
CategoryLifestyle
Dry January Takeovers
Oddbird is Bringing Non-Alcoholic Cocktails to Zetter Townhouses
The food and beverage industry can innovate by offering more non-alcoholic beverage options like Oddbird's Spumante, Blanc de Blancs, Sparkling Rosé, and newly launched Low Interv…
