Sober October is a month-long challenge to stay sober, make healthy choices and embrace non-alcoholic drinks such as mocktails. Mocktails are extremely popular, especially among Gen Z, providing the spirit industry with innovative line extensions.
“Mocktails and other alcohol alternatives are more than a passing fad. The sector is expected to grow to $30 billion in 2025,” according to Global Market Insights.
“Consumers who choose non-alcoholic or low-alcoholic beverages frequently don't want to give up the excitement of socializing or elaborate food and beverage pairings. Young people today are less interested in alcohol than prior generations,” (Source: CivicScience report), “and the desire for a more balanced and conscious lifestyle has infiltrated every generation.”
Is The Sober Inquisitive Meaning Unclear?
Sober curiosity explores a person’s connection with alcohol and making changes to his or her priorities so that an individual can stop drinking and live better. Sober inquisitive might be a choice for some individuals who cut down on drinking without declaring themselves a teetotal.
As the term implies, the sober curious is interested in learning more about the advantages of a sober lifestyle. It can be challenging to envisage a life without drinking for individuals who have made the "I'm never drinking again" declaration only to find themselves a few weeks (or, let's be honest, days) later having another drink. Not everyone can maintain sobriety, and the sober curious movement is more about locating a person’s ideal drinking situation.
In this blog, Allen Marketing Communications, a boutique wine and spirits and lifestyle agency, explores key trends leading the explosive growth of mocktails.
Increased Intentional Drinking
As people become more aware of their alcohol use, mindful drinking – avoiding alcohol altogether and consuming it in moderation -- has become increasingly popular. Here are a few examples of mindful drinking.
Moderation: Many people choose cocktails with less alcohol. As a result, businesses are increasingly selling beverages with less alcohol.
Popularity of Mocktails: Mocktails are now the drink of choice for designated drivers and those who want to have a good time without becoming drunk.
Flavor Profiles And Special Ingredients
Mocktails feature unusual ingredients and flavor combinations such as purees of exotic fruits, kombucha, elderflower, and hibiscus are just a few examples. “Forty-two percent of customers are open to trying mocktails with odd or exotic ingredients in search of novel flavor combinations.” (Source: Mintel study) This pattern motivates mixologists to continuously invent and experiment.
Sustainability And Environmentally Friendly Methods
Sustainability has taken center stage in the mocktails industry. Bars and restaurants are increasingly using eco-friendly and sustainable ingredients. in mocktails. “Consumers who are concerned about the environment and seeking ways to lessen their impact on the environment are drawn to this trend.” (Source: Beverage Daily)
Sugar-Free And Low-Calorie Mocktails
Low-calorie and sugar-free mocktails are gaining popularity as more people become health-conscious. A large number of people are actively looking for healthier beverage options. A survey found that “48 percent of consumers specifically seek out drinks that are low in calories and sugar. “(Source: Beverage Industry) Mocktails that are sweetened with natural alternatives such as stevia or agave nectar are becoming increasingly popular as a result of this trend.
Dedicated Menus And Mocktail Bars
Bars and restaurants are offering specific mocktail menus to meet the growing demand for mocktails. These menus provide a wide variety of alcohol-free options, ranging from traditional virgin cocktails to custom mocktails made in-house.
Some bars and restaurants market their business as mocktail venues to meet the growing demand for non-alcoholic drinking options.
What Impact Will The Rise In Non-Alcoholic Beverages Have On The Sale Of Alcohol Over The Next Ten Years?
The Sober October challenge enables individuals to make healthy choices especially as it pertains to consuming alcoholic beverages. Mocktails present a new revenue stream for the spirits industry, restaurants and bars to reach consumers, especially Gen Z population, who are making healthier drinking choices.
Our team of wine and spirits and lifestyle public relations professionals are here to help spirits companies raise awareness for line extensions designed to reach consumers who are drinking less.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.