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

Last year, anti-tech activist and writer August Lamm predicted that abstention would be the next big thing. On X, she wrote: “I’m calling it right now, abstention is the new big thing; sobriety, celibacy, digital minimalism, dumb phones and religion. The age of hedonistic hyper-consumption is over. We are moving into a new peaceful age marked by mo... See more

Thirstie’s startup structure is working with about a dozen US alcohol brands so far, like Drinkworks and Maker’s Mark.