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Sober Community

"Sober curious" consumers are aided by modern communities

Trend - 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 - "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.
Workshop Question - How is your brand prioritizing the health-focused values of Millennials and Gen Z?
Trend Themes
1. Sober Curious - The sober curious trend is encouraging non-alcoholic alternatives and community-focused experiences.
2. Non-alcoholic Products - The growth of the low- and no-alcohol market is leading to innovative non-alcoholic products and party packs.
3. Interactive Communities - Apps and online communities are being created to support the growing sober-curious community.
Industry Implications
1. Food and Beverage - The food and beverage industry is creating non-alcoholic alternatives and experiences for the sober curious.
2. Wellness - The wellness industry is promoting the benefits of reducing alcohol consumption and providing resources for achieving sobriety.
3. Technology - The technology industry is creating apps and online communities to support the growing sober-curious community.
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
8 Featured, 69 Examples:
91,463 Total Clicks
Date Range:
Oct 19 — Dec 22
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Alcohol-Free Bars
Alcohol-Free Bars
The BrewDog AF Bar Supports "Drink All You Can Jan"
More people are becoming sober curious and open to trying non-alcoholic products, so brewers like BrewDog are responding by creating alcohol-free products and alcohol-free bars. Although BrewDog... MORE
Non-Alcoholic Wine Clubs
Non-Alcoholic Wine Clubs
Acid League Wine Proxies are Sophisticated Wine Alternatives
Acid League Wine Proxies can be enjoyed as wine alternatives that provide the complexity of wine without the alcohol. Created with non-drinkers and the sober curious in mind, the products deliver a... MORE
Sober-Curious Community Apps
Sober-Curious Community Apps
Rethink with Tempest Shares Mini-Courses, Videos, Lessons & More
Rethink with Tempest is a new app that was created to support the sober-curious community with everything from mini-courses and videos to lessons, articles and a way to connect with other like-... MORE
Non-Alcoholic Cocktail Competitions
Non-Alcoholic Cocktail Competitions
Less is More Challenges Bartenders to Make Alcohol-Free Drinks
Less is More is the name of the non-alcoholic cocktail competition by Italian alcohol-free spirit brand Memento and it challenges bartenders to create original alcohol-free cocktail recipes. The... MORE
Vegan Non-Alcoholic Bars
Vegan Non-Alcoholic Bars
SourTooth Shares a Japanese Speakeasy & Bohemian Nightlife Experience
Adam Fleischman, who founded the Umami Burger chain, is launching a new venture called SourTooth, which takes the form of a non-alcoholic vegan pop-up bar in Los Angeles. The pop-up shares a plant-... MORE
Alcohol-Free Party Packs
Alcohol-Free Party Packs
Athletic Brewing's Dry January Party Pack Forgoes Booze But Not Flavor
Non-alcoholic craft brewer Athletic Brewing created a Dry January Party Pack that taps into a cultural phenomenon that nearly a quarter of adults participate in annually. With a growing interest in... MORE
Alcohol Consumption-Tracking Platforms
Alcohol Consumption-Tracking Platforms
'Zero Percent' Helps Users Cut Back or Stop Drinking
The ‘Zero Percent’ platform is an alcohol-related community that will help those who are seeking to reduce or eliminate alcohol consumption from their daily life. Users can take... MORE
Dry January Takeovers
Dry January Takeovers
Oddbird is Bringing Non-Alcoholic Cocktails to Zetter Townhouses
For Dry January, Oddbird is taking over Zetter Townhouses in Marylebone and Clerkenwell in London and sharing non-alcoholic wines and cocktails. These alternative beverages are made with the brand&#... MORE

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