Non-Alcoholic Drinks: Not Just for Sober People Anymore
In the ever-evolving world of adult beverages, a surprising shift is happening: non-alcoholic (NA) drinks are no longer just for those who abstain from alcohol. In fact, most people reaching for NA options still enjoy a good glass of wine, a cold beer, or a craft cocktail; they’re just choosing to drink less alcohol. We’ve all had that morning-after moment when our first thought is, “Last night was great, but maybe I could’ve skipped that last drink or two.” Cue the headache, dry mouth, and the familiar refrain, “You’d think I’d know better by now.”
The Rise of Non-Alcoholic Beverages Among Drinkers
It’s a fascinating world when people who drink alcohol are also drinking non-alcoholic beverages—and are doing so on purpose! People are realizing that you can have your cocktail and keep your wits about you, too. Whether it’s wanting to maintain clarity for that 8 a.m. Zoom meeting, sticking to a fitness regimen, or increased mindfulness about when, why and how much we drink, more and more folks are reaching for NA options. It’s not necessarily about staying sober; it’s about being sober curious, sober sometimes, or simply wanting to feel better more consistently.
The Sober-Curious Movement
The sober-curious movement has gained significant traction, particularly among millennials and Gen Z. Research shows that 58% of Gen Z adults are drinking less alcohol than older generations did at the same age, and 82% of millennials say they drink less alcohol now than they did before the pandemic. This trend is growing, as 30% of NA consumers say they’ve increased their NA beverage intake in the past year.
The global market for non-alcoholic beverages is booming, expected to reach $1.6 trillion by 2025. Brands like Seedlip, the world’s first distilled non-alcoholic spirit, and Ritual Zero Proof, known for their non-alcoholic whiskey, gin, and tequila alternatives, are leading the charge. Seedlip’s founder Ben Branson started the company in 2015, and within a few years, it became a staple in high-end bars and restaurants everywhere.
The world of NA craft spirits has expanded so much that even niche products like non-alcoholic bitters can flourish. In 2021, former French Laundry employees Carly and Ian Blessing launched “All The Bitter” in Napa, specializing in creating non-alcoholic bitters to enhance the complexity of zero-proof beverages and catering to those who seek refined alternatives without the alcohol. The success of these brands highlights a growing demand for sophisticated, adult-oriented NA options that go beyond the traditional soft drink or juice. Social media platforms like TikTok and Instagram are filled with influencers and everyday people alike, sharing their experiences with mindful drinking, fueling the movement’s growth.
Athletic Brewing: A Case Study in Non-Alcoholic Success
Another example of this shift is the rapid rise of Athletic Brewing. Founded in 2017 as the first American craft brewer to exclusively make NA Beer, the company has seen explosive growth, recently reaching an $800 million valuation. Their success is proof of the expanding market for non-alcoholic beverages. What’s even more telling is that 80% of Athletic Brewing’s customers also drink alcohol. This statistic highlights the trend: consumers aren’t necessarily giving up alcohol completely—they’re simply looking for more options that fit their lifestyle and preferences. Athletic Brewing’s NA craft beers have won numerous awards, demonstrating that quality and taste do not have to be compromised in the absence of alcohol. I’m personally a huge fan of their seasonal, small-lot offerings which are available at discounted prices and with free DTC shipping if you join their subscription program.
Napa Valley: Pioneer in Non-Alcoholic Innovation?
Moving from sprits and beer to the final NA frontier… If you think Napa is all about wine, wine, and more wine, well, you’re mostly right. But even in the heart of America’s wine country, the tide is turning. A notable new entrant is Missing Thorn, a line of NA wines created by Napa vintner Stephanie Honig and renowned Napa winemaker Aaron Pott who has made wine at Quintessa, Black Bird, Pott, and many other ultra-premium Napa wineries. Honig and Pott’s entry into the NA space marks a turning point, showing that wine industry leaders in Napa are taking notice of this trend and taking action to further develop this growing beverage category.
There is also growth in lower-alcohol wines, typically ranging from 6.5% to 9% alcohol by volume (ABV). Innovative American wineries such as Decoy Featherweight by Duckhorn, Arlow, and Sunny with a Chance of Flowers are stepping up to the plate, offering wines that forgo the expensive and complicated full-dealcoholizing process and reduce ABV mostly by adjusting winemaking choices.
Aside from bringing new NA and low-ABV wine concepts to market, wine country taste makers are at the leading edge of developing sophisticated NA bar programs. The best bars and restaurants in Napa like Wilfred’s Lounge, The Fink, Napa Yard, Solage and The Archer are serving up non-alcoholic options that are complex, food friendly, and as creative as they are satisfying. These aren’t just afterthoughts; they’re crafted with the same care and attention that goes into their boozy counterparts. As consumers become more educated and discerning, they’re demanding more from what they drink. They want beverages that are complex, nuanced, and, most importantly, delicious, without the requirement of a 48-hour recovery period.
A New Era of Drinking
Changes in alcohol consumption can be a bit unsettling for current producers, and it’s perfectly natural for some to feel anxious or resistant. Adjusting to these shifts can stir up a mix of emotions. However, there’s a bright side to this transition: while some are navigating these changes with uncertainty, many innovators in Napa and beyond are turning these challenges into exciting opportunities. The rise of non-alcoholic and lower-alcohol beverages is ushering in a new era of drinking culture—one that’s more inclusive, mindful, and smart. It’s not necessarily about cutting alcohol out entirely but about making choices that fit your mood and plans for tomorrow. With sophisticated NA cocktails, award-winning NA beers, and lower-alcohol wines still full of character, there’s something for everyone. Napa is leading the charge, setting a vibrant, forward-thinking tone, and bringing fresh energy and new ideas. It’s an exhilarating time, as new possibilities unfold and standards continue to rise.