Alcohol Free Movement, the Emerging Trend for the Roaring 2020's!

Hearkening back to the days of prohibition and the Roaring Twenties, consumption of alcohol beverages has in a relaxed social setting has been the accepted way to unwind from the challenges the world throws at you. A tough day at the office, the kids won’t stop complaining, or just the need to relax, has to recent times, been focused around some form of alcohol An emerging trend, however, has begun as of late, where young and older adults alike are drinking less, or even, not drinking alcohol at all.

The continued influence on living a healthy lifestyle has resulted in the creation of a new sobriquet in today’s vernacular, “Sober Curious”, which found its roots in Ruby Warrington’s 2018 book “Sober Curious: The Blissful Sleep, Greater Focus, Limitless Presence, and Deep Connection Awaiting Us All on the Other Side of Alcohol.” In her book, Warrington explores the misalignment between our current culture of self-care and seeking happiness, and how we use and consume alcohol. “The health benefits of eschewing alcohol permanently or intermittently, which can include better sleep, improved mood, and clearer skin, just to name a few.”

As more people apply a wellness-oriented mindset to more parts of their lives, alcohol consumption is also changing — and businesses are reacting. According a report by Bon Appétit, the market for low- to zero-alcohol beverages is expected to grow by 32 percent between 2018 and 2022. Restaurants and bars now offer creative “mocktails” that are a far cry away from the sugary, token menu soft drink items of the past. Today, there are an endless array of alcohol free beverages on the market that deliver a delightful and delicious drinking experience.

Flavored Sparkling Waters are traditionally lower in calories, caffeine-free, and a “better for you choice” than the high calorie, unhealthy, intoxicating beverages that have long been a part of happy hour mindset. Companies including Bubly, Seven, and South African import Barker and Quin, have recently introduced a large number of unique and extraordinary offerings to the world of Sparkling Water, including flavors such as Coconut Lime, Honeybush Orange, Blackberry Cucumber, Marula, and Hibiscus.

Additionally, Alcohol-free “Spirits” or “Cocktails”, allow you to enjoy a sophisticated, beverage experience, with great-tasting products that are infused with a variety of botanicals and adaptogens. Products such as John Ross Virgin Distilled Botanicals provide a healthy, all-natural, adult alternative that is satisfying and better suited for the non-alcohol consumer, who doesn’t want to wake up feeling groggy and foggy the next morning!

The "sober curious" or "sober sometimes" movement started as a challenge for those who felt they'd partied a little too hard over New Year's weekend. First there was "Dry January," when people could brag on social media about how they were taking a break from booze. Now there's "Dry July" and even "Sober September." And the movement has spread across the U.S., with people challenging each other to see what life is like without alcohol and the benefits of that experience.

And while there is virtually no downside to taking a break from drinking alcohol — or quitting altogether — science is just beginning to study the ways abstinence might be good for you.

The “Global Burden of Diseases, Injuries and Risk Factors Study 2016,” a meta-analysis of nearly 600 studies published in The Lancet last year, reported alcohol consumption as the seventh leading cause of death and disability worldwide. It concluded that “the level of alcohol consumption that minimized harm across health outcomes was zero standard drinks per week.” For moderate drinkers, the biggest health hazard appears to be an increased risk of many types of cancer, with studies showing a linear relationship between the two, meaning the more you drink, the higher your risk. Additionally, a 30-year observational study of 550 participants, published in 2017 in The BMJ, British medical journal, found that alcohol in any amount is bad news for brain health.

Beverage Industry Recognizes the Move to Alcohol-Free

 Alcohol sales volumes have been declining in the U.S. since 2016, according to data collected by I.W.S.R., an analytics firm that focuses on trends in the alcoholic-beverage industry. Recent research has challenged the long-held belief that moderate drinking has health benefits—that, say, a glass of red wine a day can be good for the heart. Last summer, a widely circulated study, published in The Lancet, argued that the potential benefits of even small amounts of alcohol are heavily offset by its harms.

As alcohol consumption continues to trend towards decline, the social convention of drinking with friends is not going away, and the world’s leading manufacturers of alcoholic beverages recognize this. MillerCoors recently acquired a kombucha maker based in California. Heineken is advertising its non-alcoholic beer in an ad with actor Daniel Craig. Diageo (owners of Guinness and Smirnoff, and the largest spirits manufacturer in the world), bought a majority share in Seedlip, a brand of non-alcoholic cocktails. Anheuser-Busch, who is the leader in the low- and no-alcohol beverage space, has even set a goal that at least 20% of their global beer volume will come from these products by 2025.

The global nonalcoholic beverage market is expected to reach a record value of $1,650.28 billion by 2024, according to a recent report from Zion Market Research, while the consumption of alcohol around the world fell 1.6% in 2018, according to IWSR Drinks Market Analysis. Terms like "sober curious" are becoming more prevalent, and recently, Whole Foods Market declared that zero-proof drinks are one of the Top-10 Food Trends for 2020.

Laurent Grandet, lead analyst for food and beverages at Guggenheim Securities, said that significant players in the alcohol industry are expanding their low- and no-alcohol options as the light beer business is declining. But the trend isn’t just changing how companies are targeting their consumers, it’s also shifting how consumers are socializing and it's inspiring alcohol-free bars. The number of businesses selling mocktails or nonalcoholic cocktails in the U.S. has increased by 130% from October 2018 to October 2019, and according to Square, the amount of money spent on Mocktails has increased 600%. "I think a lot of people want to drink less. ... The concept was, what if we had that social aspect without alcohol?" Sam Thonis, co-owner of the alcohol-free bar located in Brooklyn, Getaway.

According to the International Wines and Spirits Record (IWSR) based in the United Kingdom, research for its 2019 “Low- and No-Alcohol Report” suggests the recent “Dry January” movement is a sign that health and wellness trends are “gaining traction across the world …” and “…providing new opportunities for the global beverage alcohol industry.” ISWR predicts the largest low/no-alcohol gain in the U.S. will be ready-to-drink products, with a Compound Annual Growth Rate (CAGR) of +38.8% by 2022. “The proliferation of craft mocktails made with nonalcoholic distilled spirits is making it easier and more fun for people who abstain from alcohol to feel like they are still part of the party.” Says Julia Robinson of NPR.  Move over Al Capone! The Roaring 2020’s are here, and the buzz word is Alcohol-Free!