What do a zoomer, a wellness enthusiast, and a mixologist have in common?
They’re all interested in alcohol-free drinks.
We’re in the midst of a significant cultural shift in thinking, as the sober curious movement captures the attention of more and more American consumers over the age of 21. As our latest findings make clear: Today’s sober curious shoppers are exploring nonalcoholic beverage options, creating a growing opportunity for beverage brands and advertisers.
Throughout Dry January, we’ve spent quite a bit of time looking at how Americans view the sober curious lifestyle. In our third annual consumer sentiment survey, we found that nearly half (49%) of Americans 21+ said they would try to drink less alcohol in 2025 – up 44% from our first survey in 2023.
Some consumers are making the switch only temporarily - for Dry January or Sober October - small breaks from alcohol that constitute a healthy reset. Others are embracing sober lifestyles for the long run.
Either way, beverage brands and advertisers have an opportunity to connect with consumers interested in alcohol-free drink options. Understanding the drivers of the current shift and pairing this knowledge with purchase-based audiences can be a great strategy to increasing incremental sales.
To help you wrap your arms around the trend, we’ve set out to describe four personalities of sober curious shoppers as well as a few ways to reach them.
The experimenter. For shoppers just testing the waters, there are more nonalcoholic options than ever to consider. Nonalcoholic beers, wines, mocktails, and innovative elixirs now take up shelf space both in stores and at restaurants. One in six (58%) Americans say they plan to try a nonalcoholic drink in 2025, and one in four (26%) are interested in a THC- or cannabis-infused drink.
How advertisers can connect: Brands serving up nonalcoholic versions of their flagship products can target shoppers who have purchased alcoholic beverages in the past, but not in the last six months. Satiate this audience’s curiosity with special offers or coupons on the alcohol-free option.
The zoomer. Younger consumers are the driving force behind the sober curious movement, pushing up demand for nonalcoholic beers and wines. Nearly two in three (65%) Gen Zers say they plan to drink less in 2025, and 39% plan to adopt a dry lifestyle not just during January, but during all of 2025.
Our research on this generation shows 72% learn about new products from social media. In the latest sober curious report, 28% said they purchased a nonalcoholic beverage because it was endorsed by an influencer or celebrity. Gen Zers are also much more likely to shop in a superstore than other generations.
How advertisers can connect: Work with social media influencers who embrace the sober curious lifestyle to create entertaining content that Zoomers will engage with. Want to add a purchase-based audience to the mix? Build one consisting of shoppers who have bought nonalcoholic brands and products in the past year.
The wellness enthusiast. A desire to improve physical and mental health is a key reason for being sober curious. Sixty-two percent of Americans say they’re drinking less to improve their physical health and 36% are reducing alcohol consumption to lose weight.
How advertisers can connect: Tap into the buying behavior of audiences making purchases of items like kombucha and probiotic drinks or foods marketed as organic or healthy. Market to these audiences with advertising that aligns with a healthy or sober curious lifestyle.
The mixologist. The sober curious movement has sparked high interest in mocktails: 28% of Americans say they’re interested in trying them. Soda and juices, long staples of cocktails, are now forming the basis of alcohol-free drinks. Innovative new products are also hitting the market, like Crystal Light’s new lines of Mixology, Immunity and Energy products. These hydration mix-ins are designed with health-conscious, sober curious consumers in mind.
How advertisers can connect: Use purchase-based targeting to create audiences of likely triers, those non-brand buying households more likely to buy based on their purchase habits. Then, mix with contextual targeting to reach people looking for mocktail recipes featuring sodas, juices, mix-ins, and other drink ingredients.
As more Americans express interest in the sober curious movement, beverage brands and advertisers have a unique opportunity to tap into this cultural shift. Purchase-based targeting can help them build and market to the precise audiences who are likely to buy. Check out our guide for more info on purchase-based targeting.