To drink or not to drink? Why sobriety is in style

As a 30-something, I think it’s safe to say that my ‘go hard or go home’ days are a thing of the past. However, as someone who writes about travel and hospitality for a living, ‘going home’ isn’t really an option and being out often involves the consumption of alcohol. The issue is that I can’t consume alcohol the same way I used to a decade ago without feeling a bit fuzzy the morning after.

At formal or fine-dining restaurants, there used to be two options—lean in and consume every pairing on a 16-course tasting menu or quietly ask the sommelier for a non-alcoholic option and be stuck with a sugary mocktail. Thankfully, this is no longer the case. Once a term associated with those who had experienced a dependency or addiction to alcohol, the sober or sober curious movement now refers to people who simply choose not to drink or have opted to drink less for health and lifestyle reasons.

People are increasingly rethinking the role that alcohol plays in their lives. Category data from the International Wine and Spirit Research Company (IWSR) indicates the no and low alcohol category surpassed $11 billion in value in 2022. The popularity of this sector is set to increase by a third by 2026, highlighting the continually growing momentum of the sober curious movement.

Research also shows large swathes of Gen Z are choosing not to drink before they even reach the legal age to do so. Paul Beavis, the CEO and founder of pioneering alcohol-free beverage brand, Wild Idol says: “Although the age profile is very broad, it appears that Gen Z (also known as ‘generation sensible’) and millennials are leading the demand with their healthier choices and ‘sober curious’ lifestyle. But the beauty of Wild Idol is that it is a truly inclusive product with no age profile restriction,” he explains.

“They want to be able to celebrate a special occasion with a high-quality drink, but without feeling the side effects of alcohol the next day. I believe this is a change in consumer behaviour that is here to stay. This isn’t a fad; this is really going in a direction where people are engaged in alcohol-free alternatives and there’s no sign of it slowing down.”

There is also a strong female bias in the global market with 70 per cent of the total category dominated by women who are seeking out alcohol-free alternatives.

Annabel Arcari-Bowler, the founder of Haus of Babylon, a brand of sophisticated and lifestyle-focused alcohol alternative beverages based in the Middle East, says: “Across the world, people are drinking less and less, with the terms ‘sober curious’ and ‘mindful drinking’ becoming labels that people wear with pride, especially in the 18-35 age group. Throughout the Middle East, women in particular are examining their relationship with alcohol as it pertains to how they socialise, unwind from the day or even how it fits into their healthier lifestyles and routines.

“Throughout the Middle East, women in particular are examining their relationship with alcohol” Annabel Arcari-Bowler

“With 58 per cent of expats looking to reduce alcohol in the UAE and two in three women looking to make healthier choices in how they consume and nurture their bodies, we’re excited to be able to offer something to help them do that, without sacrificing taste or a luxurious experience.”

Amanda Thomson, CEO and founder of Thomson & Scott Ltd adds, “More than 80 per cent of social media followers for our Noughty Non-Alcoholic Sparkling Chardonnay are women aged between 25-55 years of age. Our female fanbase and customer demographic is made up of predominantly women who either want to balance their alcohol intake or do not drink at all.”

The movement is also growing amongst hospitality professionals. Both sommeliers and food writers, who are notorious for burning the candle at both ends, are now often eschewing alcoholic beverages.

Samantha Wood, founder of impartial restaurant review website FooDiva.net and curator of dining experiences, shared her journey, saying: “My relationship with alcohol has always been one of quality rather than quantity. Even so, my body has struggled to metabolise it unless the wines are natural (additive/ sulphite-free), in which case, zero problem. Couple that with gut issues, and I feel terrible with even a single glass. A few years ago, I abstained for four months, so I decided to stop drinking once again in mid-July on the back of a wellness break in Sri Lanka—along with a healthy diet at home and exercise routine to balance out the eating out I have to do. So far, I am really enjoying my new regime and don’t miss alcohol – even with others drinking around me.

“I am not sure this decision is permanent, but for now I am relishing the benefits, and, oddly, don’t miss the real deal. Since going public with my journey, I’ve been surprised by how many of my following are on a similar path. It’s clearly very much a trend these days, in line with a more health-conscious lifestyle.”

As more people are choosing to drink less alcohol or avoid it altogether, even in social settings, restaurants are also getting better at offering alcohol-free options. Shiv Menon, head of Hospitality, Wine & Beverage at DIFC’s BOCA shared, “Non-alcoholic pairings are on the rise at BOCA, with a 20 per cent increase in demand for non-alcoholic products in 2023. This is particularly evident in the area of non-alcoholic pairings, which have grown by 10 per cent on the tasting menu.

According to Menon, the trend is being driven by a number of factors, including the increasing availability of high-quality non-alcoholic beverages, giving restaurants more flexibility to create complex pairings and the changing social attitudes towards drinking.

The beauty of this movement (and why I hope it’s here to stay) lies in its inclusive nature. Elevated alternatives, options, acceptance and the ability of this elder millennial to make it to her 7am Pilates class after a night out, can only be a good thing.

Feature Image: Pinterest

Image: Pinterest

This article originally appeared in Harper's Bazaar Arabia.