Vox recently published an article that was part book review and part trend spotting. The book is Sober Curious: The Blissful Sleep, Greater Focus, Limitless Presence, and Deep Connection Awaiting Us All on the Other Side of Alcohol by Ruby Warrington (2018 HarperOne). The book explores an alcohol-free, or greatly reduced, lifestyle for those who are not alcoholics but simply want more control over their lives.
The Vox article also explores this mindset as a trend, including the bars, restaurants, and beverage manufacturers which are making drinks that place 0.0 ABV on an equal footing with alcohol content drinks. No longer “mocktails,” many of these drinks are highly customized and unique. Others, like breweries, have upped their game. Do retailers need to pay closer attention to this trend? Do they need to host events targeting the “sober curious”? Are there profits to be made? Is there revenue lost by not catering to this group. Do they need to include a more robust selection of zero-ABV cocktails, wines, and/or beers? Do new ingredients need to be purchased and do bartenders need to be trained in mixing these new customized zero-ABV cocktails? You can find the article at this link: Why you’re likely going to hear more about being “sober curious”