>It’s Technical. | October 8, 2022 | 2 Min Read | 517 Words

✍️  Carlos Franco

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“What are you drinking?”

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 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/)