Sober Is The New Cool: Will Mindful Drinking Overtake Alcohol?

“People aren’t looking to get wasted anymore — they are health conscious and they care about their image. They don’t want to be that drunk person on Instagram; they don’t want the calories or the hangover. They’re looking for what I’m looking for.”

Normalizing sobriety in an alcohol-dependent society is difficult, especially when individuals are up against a trillion-dollar industry pumping out advertisements and making it seem like the only way to experience life is with a drink in your hand. Marketing budgets for alcohol brands are expected to rise to $7.7 billion by next year, and the indu... See more

“As part of our strategy, we’re stepping further into the low- and no-alcohol category, which we believe is ripe for innovation as more drinkers globally look to moderate their consumption. We also believe it’s our responsibility to help reduce harmful drinking and support moderation,” wrote Molson Coors’ Chief Growth Officer Kandy Anand in its 201... See more

New startups in the beverage industry are largely being started by women who are disenchanted with big alcohol and recognize the overlooked opportunity to serve female drinkers with better no-low alcohol options.