Dry January isn’t an anomaly. The nonalcoholic beer, wine and spirits market is on the rise. According to data analytics company NielsenIQ, the market has grown more than 20% in the last year, and more than 120% over the last three years, now totaling almost $400 million in annual sales.
While these nonalcoholic beverages offer a way to enjoy fun drinks without the pitfalls of alcohol, they may also be more than just a substitute for their alcoholic counterparts. The trend, sometimes referred to as the “sober curious” movement, is part of a larger “anxiety economy” that has emerged in response to the increasing need for mental and physical health and wellness options.
Over the last couple years, Katy Perry, Bella Hadid and J.J. Watt have all joined the nonalcoholic beverage trend. Perry launched De Soi, a nonalcoholic sparkling apéritif; Hadid co-founded Kin Euphorics, with drinks like Dream Light “infused with adaptogens, nootropics and botanics like Reishi Mushroom, Melatonin and L-Tryptophan”; and Watt and chef David Chang invested in Athletic Brewing Co., a nonalcoholic craft brewery.
Even manufacturers, bars and other establishments are hopping on the trend. Numerous bars and events have begun to stock nonalcoholic alternatives for guests to promote “responsible drinking” and reach more consumers.
This doesn’t mean that people are quitting drinking altogether. According to NielsenIQ, 82% of those who purchase nonalcoholic drinks also purchase traditional alcoholic drinks at some point in the year. However, it does show sobriety is a growing trend that continues to rise year after year.
