April 2025 Issue
Trend Watch: Zero-Proof Popularity
By Janet Helm, MS, RDN
Today’s Dietitian
Vol. 27 No. 4 P. 40
The Sober-ish Trend Has Gone Mainstream
Sales of nonalcoholic drinks have skyrocketed—driven by the changes in today’s drinking culture. Not only is it common to find mocktails on menus, but people can now sign up for nonalcoholic subscription services, visit booze-free bars, and attend sober events that don’t rely on drinking.
Drinking less has become especially popular among younger generations; 65% of Gen Z and 57% of millennials are trying to curtail alcohol, according to a survey conducted by NCSolutions.1
Overall, 49% of American adults say they plan to drink less alcohol.
This doesn’t always mean total abstinence. Now the trend is “sober-ish,” or being more mindful about alcohol consumption. It’s also become a professional opportunity for some RDs like Chelsea Clarke, MS, RDN, who uses the handle
@soberishnutrition on social media.
As the owner of Balance Chaos Nutrition and Fitness in San Diego, Clarke helps support clients who are quitting or reducing their alcohol intake.
“I don’t help people quit drinking—that’s a job for a therapist and sobriety coach,” Clarke says. “But I do offer perspective on habit tracking, nutrition practices, and behavioral tips to help limit or reduce alcohol intake.”
Her focus is on helping her clients improve their relationship with food, body image, exercise, and alcohol.
It’s not only a specialty of her practice but also how she describes her own life.
“I use the term ‘sober-ish’ to describe myself,” Clarke says. “Sober curious works as well, but I feel that sober curious sounds like I’m experimenting with something when I’ve actually put a lot of thought into working on and improving my relationship with alcohol. I have decided that mindful drinker or ‘sober-ish’ describes me and my relationship with alcohol much better.”
The “Sober Curious” Movement
The term “sober curious” was popularized in 2018 by author Ruby Warrington in her book Sober Curious. She writes about feeling more confident and inspired when she stopped drinking for extended periods and decided she wanted to feel that way all the time.
Like sober-ish, sober curious is not the same as sobriety, which means abstaining from alcohol altogether. Instead, Warrington says the goal of sober curious is to explore your relationship with alcohol and consider how reducing your intake could improve your life.
Warrington is also the founder of Club Soda, which offers courses, workshops, and tasting events to support people in their journey to cut down, take breaks from drinking, or stop for good.
A similar group is the Sober Girl Society, which was founded by Millie Gooch, who states she created the community she wished she had. The one that proves you don’t have to lose your social life or personality just because you’re not drinking.
“Finding a group of people who are also going alcohol-free, whether it’s an online community or in-person group, can make a world of difference,” Gooch says. “You’ll have people to share stories with, swap tips, and encourage you along the way. It’s incredibly empowering to connect with others who understand the journey and celebrate each step with you.”
In addition to the resources on her website, Gooch has published Booze Less: Rethinking Drinking for the Sober Curious, which she describes as a guided journal for anyone thinking about their relationship with alcohol. It includes interactive prompts, mini-essays, and tips for being alcohol-free in an alcohol-filled world.
Some people who are sober curious may choose to cut back on the amount they drink, such as not drinking on certain days of the week or limiting the number of drinks per night. Others may choose to engage in healthier habits during a period of alcohol consumption, like drinking slowly or consuming low- or nonalcoholic drinks.
Growing Options for Nonalcoholic Drinks
The increased availability of alcohol-free drinks is making it easier for people to be mindful drinkers—from nonalcoholic craft beers and full-bodied wines to botanical spirits and sophisticated mocktails.
Zero-Proof Spirits
Zero-proof spirits have jumped 527% on restaurant menus in the last four years, according to the market research firm Datassential.2 The drinks are crafted to mimic the complexity of traditional spirits and are being used to create complex cocktails without alcohol. A few popular brands include the following:
• Seedlip: Pioneering the nonalcoholic spirit category with botanical-infused options;
• Lyre’s: Offers a wide range of nonalcoholic alternatives to classic spirits; and
• Ritual Zero Proof: Provides nonalcoholic versions of gin, whiskey, and tequila.
Booze-Free Beers
Booze-free beers retain the flavor profiles of traditional brews without the alcohol content. Examples include the following:
• Athletic Brewing Co: Specializes in craft nonalcoholic beers with various styles;
• Heineken 0.0: A nonalcoholic version of the classic Heineken lager;
• Guinness O: Ireland’s famous dark beer brewed without alcohol; and
• Bero: A nonalcoholic beer from actor Tom Holland.
Nonalcoholic Wines
Nonalcoholic wines provide the experience of wine without the alcohol. Notable brands include the following:
• Non: Offers a range of flavor-forward nonalcoholic alternatives for wine, including marmalade and hibiscus;
• Pierre Zéro: Provides a selection of nonalcoholic wines, including reds, whites, and rosés; and
• Noughty: Specializes in organic, vegan, alcohol-free sparkling wines.
Ready-to-Drink Mocktails
Ready-to-drink mocktails are premixed beverages in cans and bottles that cater to those seeking alcohol-free alternatives to traditional cocktails. Notable brands include the following:
• Curious Elixirs: Handcrafted, booze-free cocktails with adaptogens to help you unwind;
• De Soi: Nonalcoholic sparkling apéritifs cofounded by Katy Perry and inspired by the French ethos of pleasure and restraint; and
• Ghia: A nonalcoholic apéritif inspired by Mediterranean traditions and made with botanical extracts.
Cannabis-Infused Beverages
Cannabis-infused beverages have exploded in recent years, especially among young adults. The trend dubbed “California sober,” or when people cut out alcohol and use cannabis instead, has fueled the growth of THC drinks, including Pamos, Cann, Wynk, Direct Hit, Artet, Brez, and Triple High Seltzer.
Adaptogen-Based Drinks
Adaptogen-based drinks contain botanicals, ashwagandha, mushroom powders, and other adaptogenic ingredients that promise relaxation without the hangover. Brands like Recess, Kin Euphorics, Curious Elixirs, Del Sol, and Moment are gaining traction as people look for ways to unwind without the effects of alcohol.
Adaptogens as Herbal Tinctures
Adaptogens as herbal tinctures allow you to create your own alcohol-free drink. For instance, drops of Apothekary’s Wine Down can be added to a glass of water for a nonalcoholic wine alternative.
Dirty Sodas
A dirty soda is a mix of soda, cream, and flavored syrup and is surging in popularity as a nonalcoholic drink.
“Experimenting with these alternatives can make going alcohol-free feel fun rather than restrictive,” Gooch says. “You still get the ritual of a nice drink without any of the downsides, which makes social events feel just as celebratory.”
— Janet Helm, MS, RDN, is a global food analyst and public relations strategist with 20+ years agency experience working with food and beverage brands and agricultural commodity boards. She started her own consultancy, Food at the Helm, and is a sought-after speaker on food trends.
References
1. The sober curious movement: 49% of Americans trying to drink less alcohol. NCSolutions website. https://ncsolutions.com/the-goods/sober-curious-nation-alcohol-survey. Accessed January 28, 2025.
2. MenuTrends, syndicated data. Datassential website. https://datassential.com