If you’re paying attention to trends in the alcohol world, there’s a chance you’ve heard of the phrase “sober curious”. It’s a popular buzzword in the contemporary beer, liquor, wine, and cocktail scene. But what exactly does it mean, and why is it so popular lately?
To me, as an alcohol writer (and drinker for well over two decades), I take sober curiosity as a reference to the concept of a drinker taking a break from alcohol either for a short time (sober October or dry January), for a long time, or simply sipping on a non-alcoholic beer or mocktail one evening instead of your usually booze-filled drinks. But it’s so much more complex than that.
What does it mean to be “sober curious”?
“Sober curious” refers to a growing movement of people who are intentionally rethinking their relationship with alcohol — not necessarily committing to complete abstinence, but choosing to drink less or explore non-alcoholic options,” says Lou Bernard, Beverage Director at MITA Restaurant in Washington, D.C. “It’s about mindfulness and balance rather than restriction.
At its essence, sober curious describes people who are intentionally rethinking their relationship with alcohol.
“They may still drink occasionally, but they’re open to cutting back, taking breaks, or exploring non-alcoholic alternatives,” says Almave’s National Brand Ambassador César Sandoval.
“It’s not all-or-nothing, it’s about giving yourself the freedom to enjoy the ritual of a great drink, sometimes without the alcohol, or as we say at Almave, ‘going beyond proof.”
For Hemant Pathak, General Manager of Junoon in New York City, “sober curious” is all about mindful or occasional drinking.
“Which helps maintain alcohol intake, thinking of personal wellness, and challenging the social mindset around alcohol,” says Pathak.
How popular are NA beers and NA spirits?
In the last few years, there’s been a significant growth in NA beverages. This includes non-alcoholic beer, wine, spirits, and even pre-made cocktails.
“Though I have been bartending for over 15 years, it was not the same when I started. Zero-proof cocktails made with NA spirits are a go-to for many of our guests. 30% of our cocktail menu is zero-proof, followed by 10% low-proof cocktails, and we sell them very well,” says Pathak.
Many brands are investing heavily in innovation, and consumers are responding positively to improved quality and variety.
“NA options are no longer niche — they’re becoming a staple on bar menus and retail shelves,” says Bernard.
In bars and restaurants, N.A. options are no longer hidden at the back of the menu. They’re highlighted, thoughtfully designed, and treated with the same care as traditional cocktails.
“Bartenders now have better tools and ingredients, which fuels creativity and elevates the guest experience,” says Sandoval. “To put it into perspective: in 2024, non-alcoholic beer alone sold more than 24 million cases. That growth reflects a major shift in consumer expectations. People want options that support a healthier or sober-curious lifestyle, and hospitality is responding.”
An increase in “dry” months
This sober curiosity has led to movements like “Dry January”, “Sober October”, and more.
“We’re also seeing people extend those habits year-round. It’s part of a broader wellness trend where moderation and mindful consumption are key,” says Bernard.
Pathak adds, “I would say when people go ‘dry,’ they’re not always stopping drinking altogether; many are switching to non-alcoholic options. “Dry January” is one of the prime examples, and over the years, I have seen growth in our NA beverages, especially in January.”
Some drinkers interested in being “sober curious” take a “zebra striping” approach.
“They’re alternating alcoholic and non-alcoholic choices depending on the occasion or going alcohol-free during the week while still enjoying cocktails on weekends,” says Sandoval.
What are the advantages of “going dry”?
There are myriad advantages to “going dry” for a month or longer. These include better mental and overall physical health.
“The main advantages are improved physical health, better sleep, mental clarity, and a stronger sense of control over personal choices,” says Bernard.
“For many, it’s also about social inclusion — being able to enjoy the same experiences without alcohol.”
On top of that, many drinkers report better productivity in their work and personal life when they take a break from alcohol. But that’s not all.
“But one of the most meaningful advantages is the ability to stay social and engaged without feeling limited,” says Sandoval. “When bars offer intentional, well-crafted N.A. cocktails, it normalizes the choice and creates a more inclusive experience for everyone.”
This is the true reason why the non-alcoholic category is gaining momentum and why it matters today. There are better options for those interested in the sober-curious lifestyle.
“In the end, it’s all about choice,” adds Sandoval. “When people have access to great non-alcoholic options, they don’t feel like they’re giving something up; they feel like they’re gaining a new way to enjoy the moment. That’s the future of hospitality, and it’s exciting to be part of it.”
