Drinking trends change all the time, just ask the recent no/low ABV movement. One month, we’re fat-washing whiskey, the next we’re getting into new styles of non-alcoholic beer. Somewhere in between, we gravitate towards things like clarified cocktails, pickle backs, and comeback drinks from the 90s.
The latest trend comes from the latest generation of imbibers and involves pacing oneself. And thanks to an influx of low-ABV drinks, doing so has become all the easier. In fact, the quality is so good across the board now that you can go back and forth between booze and non-booze almost seamlessly, if you know what you’re doing.
Let us introduce you to so-called zebra striping.
“The most important shift we’re seeing in consumption isn’t toward sobriety, it’s toward flexibility,” says Maggie Frerejean-Taittinger, cofounder of French Bloom. The brand was the first NA sparkling wine to hit the market and touts organic French fizzy wine.
“Zebra striping is about choosing what makes sense for you in the moment, not following a rigid rule but moving with ease between options. One glass of Champagne, one flute of French Bloom. People aren’t saying no to alcohol; they’re saying not always. And that shift is powerful. It reflects a deeper desire for balance, presence, and joy without giving anything up. Having choices lets you celebrate on your own terms and feel good while doing it.”
Essentially, zebra striping involves alternating between alcoholic and non-alcoholic drinks. One traditional fresh hop IPA here, one non-alcoholic lager there. One Margarita, then one mocktail. That sort of thing. It’s a good way to stretch out the fun while taking in just half the alcohol content.
“People are more attuned to how they move through life now, how they show up for themselves and for others,” she says. “It’s not about saying no to alcohol, it’s about saying not always. They want to feel good, stay sharp, stay social, and still fully enjoy the moment. When non-alcoholic options like French Bloom offer real depth and real complexity, it becomes a seamless shift. And more than that, it becomes a choice people are proud to make.”
Frerejean-Tattinger says this is the new normal. “Consumers aren’t just dabbling anymore,” she continues. “This is part of their rhythm now. Ninety-three percent of non-alc buyers also purchase alcohol (Nielsen IQ 2024). That old binary of drinker versus non-drinker is fading. What’s emerging is this more thoughtful middle ground. People want options that let them celebrate on their own terms without sacrificing taste or experience.”
How to zebra stripe
“Start with conscious hosting,” she suggests. “Today’s most powerful consumers—what we call flexi-drinkers—move fluidly between alcoholic and non-alcoholic choices depending on the moment, mood, or context. Hosting today is about meeting that shift. It means creating space where everyone feels welcome, celebrated, and seen. Stock your bar the way you’d curate a playlist, with something bold, something light, something intentional. A beautiful wine, a bold spirit, and a non-alcoholic cuvée like French Bloom. That’s how we build modern rituals, where everyone can raise a glass and feel good about the moment and themselves.”
To zebra stripe is not only to create an eclectic drink list that suits all, but to acknowledge the benefits of the ebb and flow that the act brings to the table. “When I was working with the Michelin Guide, I saw early signs of this shift—sommeliers beginning to think differently about wine pairings and what it meant to offer a complete experience,” she says.
“Today, it’s more apparent than ever. Some of the world’s best sommeliers are now integrating French Bloom into their tasting journeys, not just as a standalone non-alcoholic pairing but as part of a more layered, moderated approach. Alternating between wines with and without alcohol, they’re creating moments of pause and contrast that elevate the meal. It’s thoughtful, it’s curated, and it reflects a real understanding of today’s guest—someone who values quality, balance, and the freedom to choose,” she says.
Other tips
Really, it’s all about having quality options at your disposal. For non-alcoholic beer, there are perhaps more fine options than in any other major category. We’re especially fond of the work of breweries like Sierra Nevada, Unfiltered Art, and Deschutes. For a seamless experience, match style with style (like IPA with IPA, porter with porter, etc.).
Non-alcoholic spirits have come a long way as well. We love the work of Wilderton, especially if you like amaro. In fact, you can use their NA stuff when mixing a classic like a Negroni if you want to make a lower-ABV version when you are having some alcohol. Other standouts include Amass and Figlia.
Wine is continuing to make progress but is arguably lagging the most in terms of quality in the NA sphere. In addition to French Bloom, look out for wine alternatives like Proxies and Thomson & Scott. Sparkling options tend to be the best of the bunch. And not that bitters are that boozy, but if you want an NA version, try something like All the Bitter.
Now get out there a give zebra striping a go.
