# Non-Alcoholic Beverage Clubs soft crush and Somm & DINR Launched Somm Grand Cru Zero By Laura McQuarrie | Published 2023-06-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/non-alcoholic-beverage-club References: [newswire](https://www.newswire.ca/news-releases/soft-crush-partners-with-somm-tm-amp-dinr-to-launch-a-national-non-alc-beverage-club-somm-grand-cru-zero--851757595.html) & [somm.io](https://www.somm.io/cru)  There has been a noticeable surge in the sober curious movement, as more adults seek alternatives to alcoholic beverages for various reasons, and one manifestation of this movement can be seen in the emergence of [non-alcoholic beverage clubs](https://www.trendhunter.com/trends/majestic-and-club-soda). Somm Grand Cru Zero is a new one that was launched in partnership between [soft crush](https://www.trendhunter.com/trends/soft-nibs) and Somm & DINR with the intention of making [alcohol alternatives more accessible](https://www.trendhunter.com/trends/free-af) to people. This club created to meet changing consumer demands gives members the ability to unlock access to premium food, drink and travel experiences, and more. "The increasing demand for zero-proof options among Gen Z and Millennial consumers, aligns perfectly with our focus on lifestyle, and we're excited to be a part of this movement," said Jennifer Tremblay, CEO of Somm & DINR, in a press release. Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 35% | Activity: 56% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Non-alcoholic Beverage Clubs:** The rise of non-alcoholic beverage clubs presents opportunities for innovative alcohol alternatives to cater to the sober curious movement. - **Sober Curious Movement:** The growing interest in alcohol alternatives among Gen Z and Millennial consumers opens doors for disruptive innovations in the beverage industry. - **Premium Lifestyle Experiences:** The trend of offering premium food, drink, and travel experiences through membership clubs creates innovative opportunities in the service industry. ### Who This Affects Most - **Beverage Industry:** The beverage industry can explore the potential of non-alcoholic beverage clubs to tap into the growing demand for alcohol alternatives. - **Food Industry:** The food industry can partner with non-alcoholic beverage clubs to provide premium dining experiences centered around alcohol-free options. - **Hospitality Industry:** The hospitality industry can leverage non-alcoholic beverage clubs to offer unique travel experiences and accommodations tailored to the sober curious market. ## Related on Trend Hunter - [Non-Alcoholic Wine Clubs](https://www.trendhunter.com/trends/nonalcoholic-wine-club.md) - [Approachable NA Wines](https://www.trendhunter.com/trends/relax-alcohol-removed-wines.md) - [Curated Alcohol-Free Alternatives](https://www.trendhunter.com/trends/house-of-00.md) - [Non-Alcoholic Mixology Programs](https://www.trendhunter.com/trends/seabourn.md) - [Premium Non-Alcoholic Cocktails](https://www.trendhunter.com/trends/mocktail-club.md) - [Sober Curious Events](https://www.trendhunter.com/trends/sober-curious.md) - [Zero-Proof Catering Companies](https://www.trendhunter.com/trends/zero-proof-catering.md) - [Alcohol-Free Organic Wines](https://www.trendhunter.com/trends/sobriety-society.md) - [Non-Alcoholic Rosé Wines](https://www.trendhunter.com/trends/bodvr-no-0.md)