"With so many adults identifying as sober curious, it's fair to question if this is a "trend" or truly a change in culture. Health and wellness are of great importance to a growing number of consumers, making moderation more appealing than wild nights and regretful hangovers. But one thing remains the same: Social outings are better with a beverage in hand. According to data firm NIQ, non-alcoholic beer, wine, and spirits sales saw a 27.2% year-over-year increase in 2024."
"This applies to Mock One, a new line of premium zero-proof spirits from the makers of Breckenridge Distillery. The sans-alcohol selection includes whiskey, rum, gin, and a tequila that burns like the real thing. "The days of a guest requesting a non-alcoholic cocktail and a bartender pouring cranberry soda is over," comments the company's liquid chef, Billie Keithley. She shared her insight for this guide, as did Hilary Sheinbaum, author of The Dry Challenge."
Many adults are identifying as sober curious and prioritizing health and wellness, increasing interest in moderation over heavy drinking. Non-alcoholic beer, wine, and spirits sales rose 27.2% year-over-year in 2024, and the market is nearing a billion dollars. Brands are introducing premium zero-proof spirits, including whiskey, rum, gin, and tequila alternatives designed to mimic traditional flavors. Industry professionals emphasize improved non-alcoholic cocktail options and recommend tasting products before mixing. Experts advise against consuming full shots of zero-proof spirits and suggest visiting specialty bottle shops and structured approaches to cutting back on alcohol.
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