{"id":2471080,"date":"2025-09-04T02:36:00","date_gmt":"2025-09-04T06:36:00","guid":{"rendered":"https:\/\/monetizemail.com\/magatoon\/?p=2471080"},"modified":"2025-09-04T06:55:13","modified_gmt":"2025-09-04T10:55:13","slug":"a-sober-revolution-is-sweeping-america-and-markets-are-responding","status":"publish","type":"post","link":"https:\/\/monetizemail.com\/magatoon\/2025\/09\/04\/a-sober-revolution-is-sweeping-america-and-markets-are-responding\/","title":{"rendered":"A Sober Revolution Is Sweeping America \u2014 and Markets Are Responding"},"content":{"rendered":"

For the first time in Gallup\u2019s 90-year polling history, a majority of Americans<\/a> now view moderate alcohol consumption as bad for one\u2019s health. Just 54 percent of American adults say they drink alcohol, and 49 percent<\/a> tell pollsters they\u2019d like to cut back in 2025.\u00a0<\/p>\n

In particular, Gen-Z seems to have gotten the memo on alcohol\u2019s dangers. Adults under 35 are the least likely<\/a> to drink<\/a>, with fully 40 percent living an entirely dry lifestyle. Women are most likely to have cut back their consumption between 2020 and 2025, which fits a pattern: COVID lockdowns showed people alcohol\u2019s ugly power.\u00a0\u00a0<\/p>\n

Many middle-aged and older folk who\u2019ve cut back recently cited the COVID-19 lockdowns<\/a> as a source of clarity about their drinking patterns<\/a>. Without daily obligations or anyone to see or judge them, many people livened up the boredom and isolation with an afternoon cocktail. And then a lunchtime cocktail. And without an early commute and in-person meetings, not to mention the existential dread of a global crisis, perhaps it would be okay to stay up late and have one more in the evening. Zoom meetings became online happy hours. Everything from true crime to personal finance advice<\/a> was paired with a cocktail recipe and a boozy<\/a> delivery<\/a> service. Disposable income rose, fueled by stimulus checks and the largely closed entertainment sector. Spending at liquor stores soared in the weeks after checks were mailed, and a survey from Wallethub<\/a> estimated 24 million Americans spent some of their stimulus money<\/a> on alcohol.\u00a0<\/p>\n

Casual critics of capitalism might see the profit motive in companies keeping Americans drinking alcohol, regardless of its dangers. Young people can likely recall the denials and cynical obfuscations of Big Tobacco and might be justified in finding fault with Big Booze as well. Most people imagine alcohol execs as something like the Merchants of Death in Thank You for Smoking<\/em><\/a>: shady characters representing human vices, conspiring to fill our shopping carts with vodka, cigarettes, and loaded firearms.<\/p>\n

No doubt, alcohol is pushed on us by brands that want us to associate various formulations of ethanol with the fulfillment of every desire: be cool, popular, confident, loved, and an excellent dancer. The elixir is in the cooler full of ice near your beach volleyball game, or delivered to your table from a handsome stranger. Alcohol product placements<\/a> and tippling characters<\/a> saturate streaming services.\u00a0\u00a0<\/p>\n

But unlike advertising, markets are value-neutral. They don\u2019t tell us what we should want; they deliver whatever we\u2019re willing to pay for. Yuengling is the nation\u2019s oldest brewery, and if tomorrow they learned that Gen-Z would be going teetotal<\/a>, they\u2019d be the nation\u2019s largest kombucha and sparkling water distributor by next year.\u00a0<\/p>\n

Zero-Proof Imitators\u00a0<\/h2>\n

Non-alcoholic adult beverages have the same problem as atheists: it\u2019s hard to affirmatively define yourself with a name that only says what you\u2019re not. So it has been for \u201cnear-beer,\u201d \u201czero-proof liquors,\u201d \u201cspirit-free analogues,\u201d \u201cnosecco<\/a>,\u201d and perhaps most condescending: \u201cmocktails.\u201d But the zero-proof market segment has entered an era of true innovation, not just imitation. \u201cNA<\/a>\u201d and \u201cAF\u201d options are no longer niche<\/a>.\u00a0<\/p>\n

Young people want to enjoy the same adult, elevated social spaces and events they\u2019ve associated with traditional drinks. Established brands recognized the demand for alcohol-free options that could be consumed in the same situations. Like foodways, drinking customs are part of our social and familial landscapes: being able to grab a Heineken 0.0 from the fridge along with Dad\u2019s Coors Light preserves the social texture without the dose of poison. An alcohol-free cider or craft mocktail at the office party lets nondrinkers fully participate in the celebration, without prompting uncomfortable conversations. Sales of nonalcoholic alcohol imitators are growing fast<\/a>, and national distributors of wine<\/a>, beer<\/a>, and spirits<\/a> have rolled out<\/a> new offerings.\u00a0<\/p>\n

\"\"<\/a>
Alcohol-free offerings from several well-known beer brands.<\/em><\/figcaption><\/figure>\n

Indeed, savvy beverage brands aren\u2019t just de-alcoholicizing their standard offerings, but instead branching out into kombuchas, tonics, infusions, malts, probiotics, and craft sodas.<\/p>\n

Adult Alternatives<\/h2>\n

Nondrinkers also show interest in beverages with mind-altering and mood-enhancing effects similar to alcohol, but want to avoid its downsides (which range from headaches<\/a> and hangovers<\/a> to cancer<\/a> and coma<\/a>). Drinks derived from cannabis<\/a> and infused with the compounds of psychedelic mushrooms<\/a> are now legal in many states, and are pretty safe compared to alcohol (no lethal dose of either is known). While the availability of recreational cannabis<\/a> is known to reduce<\/a> rates of alcohol consumption and abuse, cannabis consumption<\/a> hasn\u2019t risen significantly<\/a> over the past five years, so it\u2019s unlikely new users are a major contributor to drinking\u2019s decline.<\/p>\n

Among the less-safe iterations of this trend are products containing kava<\/a> and kratom<\/a>. These mild stimulants have more in common with espresso and energy drinks than alcohol, but many users report<\/a> addictive properties and changes in health<\/a> that look a lot like alcoholism<\/a> and drug dependence.\u00a0<\/p>\n

Markets also tend to be great at, well, marketing, so don\u2019t be surprised by the explosion of special collections, targeted sales, and branded merch for Dry July<\/a> and Sober October<\/a>. Merchandisers like \u201cDoing It Sober<\/a>\u201d and \u201cSober Motivation Shop<\/a>\u201d have cashed in on the trend, and so have thousands of tiny artisans who now create sobriety-minded accessories. Part of the sobriety aesthetic is smashing stigma<\/a> as a service to others. The motto on one hoodie<\/a> reads: \u201cRecover loudly to keep others from dying quietly.\u201d\u00a0<\/p>\n

Quit Lit and Sober Influencers<\/h2>\n

Across our consumption landscapes, sober-focused communities are making themselves known. While it wouldn\u2019t be in keeping with group norms to share links to their stories, a quick internet search turns up the online support community r\/stopdrinking<\/a> \u2014 perhaps the most reliably supportive, wholesome place on the internet. That Reddit forum had 30,000 members<\/a> when The Washington Post <\/em>profiled it ten years ago, but now boasts half a million<\/a>. No prices are listed here, and the cost is measured in service: support, mutual aid, people sharing their talents freely. Free recovery forums demonstrate supply and demand in the most human way possible.\u00a0<\/p>\n

Books and podcasts<\/a> have also proliferated, with Quit Lit finding all the usual niches in bookstores: women\u2019s<\/a>, men\u2019s<\/a>, spiritual<\/a>, subversive<\/a>. Podcasts like Sober Awkward<\/a>, Recovery Elevator<\/a>, and This Naked Mind<\/a> reach the sober-curious right in their homes and headphones, reducing the stigma of seeking help, or even self-identifying as needing help.<\/p>\n

Creator networks like Patreon also shift the traditional model of exchange. Most of the content is free \u2014 which is a surprisingly successful money-making strategy on the participatory internet. A variety of cooperative, collaborative, commercial relationships gives people the ability to support their supporters, in a virtuous feedback loop.<\/p>\n

Sober Socializing<\/h2>\n

Social connections can be lubricated by alcohol, so to satisfy the sober socializer, businesses are increasingly offering indulgent adult escapes that don\u2019t center around what can be bought from the barman.<\/p>\n

Luxury hotel groups now require<\/a> their premium locations to have a \u201csophisticated zero-proof option for the guests that choose not to imbibe.\u201d Non-alcoholic \u201csoft pairings<\/a>\u201d are appearing in fine dining<\/a> establishments<\/a>, where pairing profiles are expected<\/a> to be just as complex and intentional as the wines for which they substitute.\u00a0<\/p>\n

According to an article in Time<\/em><\/a> <\/em>\u201cthere\u2019s been a wave of sober bars opening across the US,\u201d and this is good news for artisanal and craft beverage makers who leverage unique botanicals and hops<\/a> for cultivating specialty drinks. The demand can even support whole establishments: Atlanta\u2019s first alcohol-free bottle shop, The Zero Co<\/a>, opened in 2022.<\/p>\n

\u201cThe addition of zero-proof cocktails can attract local guests who are seeking out a non-alcoholic option\u2014similar to the draw of local restaurants that include gluten-free or vegan options,\u201d writes Tad Wilkes for Restaurant Hospitality<\/em><\/a>.\u00a0<\/p>\n

Even Nitecapp Magazine<\/a> lauded the rise of non-alcoholic specialty mixology at high-end hotels, calling it a \u201crefreshing trend\u2026redefining the essence of indulgence.\u201d Marketing consultancies and startup sales teams<\/a> emerged to help restaurants build out zero-proof menus<\/a> and experiences.\u00a0<\/p>\n

Sober travel<\/a> and tour companies promise \u201cclear-headed, connection-rich, booze-free adventures.\u201d Just as there is a market for the all-you-can-drink booze cruise, there\u2019s ready money seeking out sober cruising<\/a>, and companies<\/a> happy to fill the gap<\/a>. Recommendation companies like The Sober Curator<\/a> provide insights for those who prioritize avoiding intoxicants while traveling.<\/p>\n

And because dating is often a bar-based and boozy affair \u2014 \u201cI\u2019d like to get to know you better\u201d is often shorthanded with \u201cCan I buy you a drink?\u201d \u2014 apps have emerged<\/a> for those who\u2019d rather<\/a> do their coupling-up fully conscious: Loosid<\/a>, Club Pillar<\/a>, and Sober Love<\/a> are growing fast.\u00a0<\/p>\n

Why Would Big Bev Support Sobriety?\u00a0<\/h2>\n

The profit motive doesn\u2019t make liquor companies \u201ccare\u201d about your sobriety, in the sense that they care about your happiness or good fortune, the way Adam Smith<\/a> used \u201csympathy<\/a>.\u201d Instead, the pursuit of personal gain (profit motive) encourages market participants to care about whatever you care about. The producers of non-alcoholic beverages, the purveyors of sobriety podcasts, the luxury hotels mixing up mocktails so complicated you\u2019ll still be willing to pay $15 for juice and herbs<\/a> \u2014 they don\u2019t have to \u201ccare\u201d about your health or be emotionally invested in your lifestyle choices. Self-interest via economic activity mimics the effects of sympathy for strangers: people will go to extraordinary lengths to provide what you need \u2014 if you\u2019re willing to pay for it.<\/p>\n

If you or someone you know has tried to avoid thinking about alcohol, you\u2019ll have noticed that American culture is absolutely saturated in the stuff. Alcohol is prominent in 87 percent<\/a> of top US movies<\/a> and infused into your social feed<\/a>. Overt ads<\/a> on billboards<\/a> and neon signs<\/a> in restaurant windows, brand endorsements<\/a> on sports<\/a> stadiums<\/a>: there\u2019s plenty of money to be made in gussying up<\/a> the world\u2019s most popular Class I carcinogen<\/a>.\u00a0<\/p>\n

And sure, earning money is a significant motivator for the makers of SoberMummy<\/a> teas, the social network Club Soda<\/a>, and even \u201cSmells Like Sobriety<\/a>\u201d candles, but it\u2019s hard to see capitalism as the bad guy in building these networks of voluntary support and exchange. As economists are fond of telling students, McDonald\u2019s doesn\u2019t care whether it becomes<\/a> the premier salad<\/a> and smoothie outlet in the country, if that\u2019s what you were willing to pay for.\u00a0<\/p>\n

When we demand better, markets deliver better. Raise a glass \u2014 perhaps a placeborita<\/a> or Cos-no-politan<\/a> \u2014 to the future.<\/p>\n

The post A Sober Revolution Is Sweeping America \u2014 and Markets Are Responding<\/a> was first published by the American Institute for Economic Research (AIER)<\/a>, and is republished here with permission. Please support their efforts.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

For the first time in Gallup\u2019s 90-year polling history, a majority of Americans now view moderate alcohol consumption as bad for one\u2019s health. Just 54 percent of American adults say they drink alcohol, and 49 percent tell pollsters they\u2019d like to cut back in 2025.\u00a0 In particular, Gen-Z seems to have gotten the memo on …<\/p>\n","protected":false},"author":81,"featured_media":2471082,"comment_status":"close","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[59],"tags":[],"class_list":["post-2471080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economics"],"_links":{"self":[{"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/posts\/2471080","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/users\/81"}],"replies":[{"embeddable":true,"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/comments?post=2471080"}],"version-history":[{"count":2,"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/posts\/2471080\/revisions"}],"predecessor-version":[{"id":2471083,"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/posts\/2471080\/revisions\/2471083"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/media\/2471082"}],"wp:attachment":[{"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/media?parent=2471080"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/categories?post=2471080"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monetizemail.com\/magatoon\/wp-json\/wp\/v2\/tags?post=2471080"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}