Welcome to the most sober generation.

With another wave of ZERO ABV drinks coming to market — from a Cipriani Bellini to White Claw 0% Seltzer — we looked at the prevailing sober curious trend, and what it means in the context of Gen Z, labelled the “most sober” generation. [1]

“I need a drink,” said no (legal age) Gen Zer ever.

Okay, maybe not none — but the appeal of reaching for an alcoholic beverage is undeniably trending down among adults 30 and younger worldwide.

For generations, alcohol has been a go-to for unwinding and socialising, especially during stressful times. With global conflicts, skyrocketing living costs, and the pressures of social media, many might think alcohol would be more popular than ever. But while Gen Xers and Millennials still turn to alcohol to take the edge off, Gen Z is charting a different course [2].

For them, socialising and having fun are still key — just with a growing preference for alcohol-free alternatives. Whether it’s the availability of 0% ABV drinks, CBD-infused options, or an increased awareness of the health risks of alcohol, Gen Z is reshaping the way we think about drinking. They no longer see it as the “cool” thing to do, and with sober celebrities like Zendaya, Jack Harlow, and Tom Holland (who just launched his own non-alcoholic beer) leading the way, the trend is only growing.

So what are they reaching for instead, and how is this shift reshaping the beverage industry? Let’s dive in.

This trend is even larger than Gen Z’s experience

Retail sales of non-alcoholic beer were up nearly 35% in 2023, while regular brew consumption remained flat per Drizly’s annual trend report. [3] Millennials, Boomers, and even Xers have toned down certain imbibing, favouring an approach that we have dubbed Nice Vice. It’s the trend toward indulging without the morning after, or potential lifetime of consequences. Zero ABVs, rafts of CBD consumables and skin care products, even the booming sexual wellness space, all fall under the guise of Nice Vice.

The polar experiences of safety — our desire to cocoon ourselves away from the scariness of the world outside, take good care, and be well (NICE) — and the joy of getting out, socialising, and diving into the excitement and freedom the unknown, (VICE) can coexist. It may even be a new way to think about living well.

In the context of alcohol consumption, mindful drinking is the buzzword, with influencers taking up the mantle on #sobertok, and myriad apps available to track your habits, all packaged in the friendly design vernacular of Calm or Headspace. Many encourage moderation. Sunnyside is in year two of its Dry(ish) January Challenge, citing the desire of 73% of its membership for options other than complete sobriety. [4]

Athletic Brewing Company identified these opportunities early, launching their first non-alcoholic craft beer in 2018.

They aimed to make a product that tasted just as good as regular crafts, while creating new drinking opportunities. After a work-out, weeknight hangs, for people that live a “flex-sober” lifestyle, as coined by their CEO. [5] The product checks all those boxes, disrupting zero ABV beers that were previously seen as a sad sacrifice, rather than an enriching lifestyle choice.

Athletic’s brand and design delivers the NICE. A healthy lifestyle, visually coded with mountains, streams, and open sky, plus company values that put people and the planet first. And it gives VICE. Real indulgent craft taste, 40+ options with names like Run Wild and Vacation Reminder. All this pushing against the stigma of sobriety when socialising and sharpening the focus on wellness.