Sober Curious? Why More People Are Drinking Less

By Joshua James

A revolution is underway: unprecedented numbers of people are drinking less and embracing the “sober curious” lifestyle. I remember when I first heard this phrase and thought, “Yes! Let the rebranding of sobriety begin!” But what is sparking this sober curiosity?

I have spent years researching wellness trends, consulting with industry leaders, and exploring the intersection of health and lifestyle choices. I’ve also personally navigated the challenges and benefits of cutting back on alcohol and removing it from my life altogether. I’m here to shed light on this transformative movement and share why it goes much deeper than just skipping the booze.

Every year, Dry January rolls around, and we witness the evolution of the non alcoholic and modern sobriety movement firsthand. We meet countless people from all over the world who have decided to reevaluate the role that alcohol plays in their life. This year I have been traveling from coast to coast—and beyond—in pursuit of the best beverages, the newest technology, and the coolest ingredients. I’ve had the opportunity to engage in so many spirited conversations with amazing people who share powerful stories on this subject. Society’s perception of alcohol has shifted. I can’t wait to share this journey with all of you.

The Health Factor

Health is front and center in this change. In January of this year, the Surgeon General recommended new guidance on alcohol consumption, recommending that cancer labels be put on bottles of alcohol - another big hit to the alcohol industry. According to the HHS, consuming alcohol carries serious health risks, from increasing the likelihood of seven types of cancer to causing liver disease and brain damage. The American Cancer Society Guideline for Diet and Physical Activity for Cancer Prevention advises against drinking alcohol.

It’s something we already intuitively know, right? Now, it’s becoming official. Something I keep hearing over and over: “I sleep so much better!” and “I’m in a better mood and can handle stress so much more effectively.” These personal wins add up quickly, creating a ripple effect that motivates people to go beyond just a dry month. When you start experiencing life without foggy mornings and afternoon slumps, it becomes hard to ignore the benefits.

A Shift in Generational Attitudes 

It's the younger crowd leading this sobriety movement, especially Generation Z 13-27 years old. The rate of drinking amongst 18 to 34-year-olds has dropped 10% over the past two decades, driven by the appeal of a healthy lifestyle, the cost factor, and a focus on a productive life free from the hangover blues. I see this shift every day, young people are seeking experiences that align with their values: wellness, authenticity, and balance.They don't want alcohol to hijack their hard work or mental clarity. Instead, they crave drinks that enhance their lives, not detract from them.

Economic Reasons

Let's talk about the cost factor. With over half of Americans intending to cut down on their drinking by 2025 to save money, and one in five asserting that alcohol is a habit they can't keep up financially, it's clear that economics is a sobering factor with $18-20 drinks before tax, tip and other surcharges. Gen Z are spending their 20s focused on experiences - and with less money in their wallets. Generalizations aside, the food and beverage economy is shifting once again.

As personal health, financial realities, and environmental consciousness take center stage, it’s no surprise that traditional drinking habits are evolving. People are redefining what socializing looks like, opting for alcohol-free alternatives, and seeking experiences that align with their values. This isn’t just a passing trend—it’s a fundamental shift that is reshaping culture, commerce, and the way we connect with one another.

The Emergence of High Quality Non-Alcoholic Options

Responding to this shift, the non-alcoholic beverage industry is offering an array of alcohol alternatives. From zero-proof spirits to beverages infused with CBD, the market now provides a variety of options for those who prefer a social drink without the alcohol. I have been receiving new products for the last 5 years and experience the innovation driving this category every day. Draft non-alcoholic IPA beer from Athletic Brewing Co. has changed opinions on the role that NA beer plays in our lives. Winemakers are employing cutting-edge technologies to produce better alcohol-removed wine - something we knew was coming and has finally arrived.

This is why I got involved in ZERONIMO. It is the best example of technological progression in this industry. They employ new patented aroma recapture technology, the best dealcoholization machines in Germany, and start with premium alcoholic wine that they have been making for the last 30 years in Austria’s wine country.

Bartenders are finally experimenting with adaptogens and nootropics to craft drinks that not only taste good but also actively support well-being. This creativity is giving people permission to reimagine what it means to drink socially. This is a place to feature one or two high-quality options.

Aplós ticks all the boxes:

1. Not trying to copy the alcohol world.

2. Inspired flavor profiles crafted by one of the country's top mixologists, Lynnette Marrero.

3. Functional - a word you’ll be seeing a lot of.

   
   

Ceybon contains a litany of adaptogens, nootropics, and nervines (a term you’ll eventually see more often) that herbalists have known about for millennia: reishi mushrooms, gotu kola, peony bark, and 10+ others. It's ready to pour into a glass or mix into a cocktail for the home bartender.

Kava Haven has entered the scene in a big way, struggling to keep up with demand as kava tops the list of “alternative buzz” beverages. Their “kava concentrate” leads with ginger juice, followed by lemon and agave—finally, a kava beverage that everyone who tastes it says, “This is delicious!” Instead of the burn of alcohol, it delivers the burn of ginger, along with a mouth-numbing and muscle-relaxing effect from the kavalactones in this Polynesian social beverage.

The Practice of Mindful Drinking and 'Dry' Months 

Campaigns like 'Dry January' encourage people to stay away from alcohol for a month, fostering mindfulness around drinking habits and the potential health benefits of sobriety. It is estimated that in January of 2025, 22% of all Americans who drink participated in 'Dry January'. New data shows that overall Dry January participation intent is up this year, with 54% of Americans 21+ who drink alcohol reporting they’re at least ‘somewhat’ likely to participate. 

These initiatives have found their audience, with participants claiming improved well-being and a fresh outlook on their relationship with alcohol. What I find fascinating is what happens next. Many people don't rush back to their old drinking habits. Instead, they become more intentional, choosing when and why they drink, and often seek non-alcoholic alternatives for regular social settings. 

Mindful Drinking Fest in Washington DC. 

Mindful Drinking Fest is the ‘superbowl’ of NonAlc events in the US. Over 80 vendors and 1500+ people descend upon DC to sample beverages, see their Instagram heroes in person, and listen to panels like this one I moderated. A Better Buzz: Drinks That Pep Us Up, Calm Us Down, and Offer a Healthy Alternative to Alcohol. Alongside Kristen Bear of Creative Sobriety, and Stephanie Bricken of Seraphim Beverages, we talked about the functional ingredients that make you feel something, and the education that's needed around them. Stay tuned for my YouTube video (and much more!) of the seminar and check out some other videos on my Josh the Non Alcoholic Channel 

So, what’s next?

The decision to cut back on or eliminate alcohol is a complex one. There are so many diverse reasons why someone might be reducing their intake or quitting altogether. I drank a lot for many years and often asked myself - and those who knew me well - why do I drink? It was fun for me. I was passionate about learning about alcohol, telling its stories, and sharing that knowledge with others. But eventually, it became debilitating and absolutely held me back. You don’t accomplish much when you're intoxicated or hungover all of the time. 

After taking 2.5 years off drinking starting in 2020, I brought alcohol back into my life. What an era that was! I’m really looking forward to sharing that part of my story in hopes that it helps others - so stay tuned. 

What I know from my personal experience is that when alcohol is in my life, I am holding myself back and certainly not achieving my full potential. 

Choosing not to drink is a superpower. Gone are the days when someone asks, “How come you’re not drinking?!” The answer is clear, it's not good for me, it's expensive and it makes me feel bad. This shift toward mindful drinking and the modern sobriety movement is here to stay promising to redefine social norms and personal choices. Education and awareness is paramount. What’s really going on, what's good, and what does it mean for the fabric of society? I am excited to answer those questions together.

This period will go down in history as the era when alcohol was no longer the default at every social event. I’m so excited to be alive at this moment, waking up every day ready to take on the world. Join me on this journey and let's make our future selves proud, together.