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

• Between 2015 and 2018, US alcohol consumption declined three straight years, with beer consumption down five consecutive years.

Totaling $250B in the US alone, alcohol is a massive business. But recent developments have signaled disruption:

• 70% of millennials would rather brag about not consuming alcohol than being drunk.

From hard kombucha and functional beer to alt-drinks and the rise of teetotalism, Big Alcohol is under siege from health-conscious consumers and upstart brands alike. What’s driving this shift and what does it all mean? Let’s take a look.

These developments are being driven by a few key factors, including health, wealth, weed, and the acceptance of being sober-ish.

• The global market for nonalcoholic wine and beer is estimated to reach $30B by 2025.