While dealing with the stress and isolation of the world-stopping pandemic, some not-so-surprising habits reared their ugly little heads – most notoriously, the knack we humans have for seeking and finding solace in booze. More and more of COVID-19’s residual effects have permanently shifted our culture. But is there an upside?
From 2018-2021, alcohol consumption spiked 6.6%, reaching its highest level since 1988. According to government research, multiple studies show that during the pandemic, about 25% of people drank more than usual. From March to September 2020 alone, booze sales skyrocketed 20%.
The United States undeniably has a culture that combines alcohol with entertainment. Sporting events, holidays, birthday parties, happy hours, and weddings are all married to the idea that beer, champagne, and wine are essential to having a good time.
Enter: “The Sober Curious Movement”.
In most basic terms, “Sober Curious” simply means consumers have questioned their drinking habits, questioned their relationship with alcohol, and have contemplated making a move toward a more sober lifestyle – that involves less alcohol consumption.
According to verywellmind.com, “Unlike sobriety, which is often a lifestyle chosen as a result of alcoholism or alcohol use disorder, sober curiosity is often defined as having the option to choose, to question, or to change your drinking habits for health-focused reasons (mental and/or physical). The sober curious movement has encouraged individuals to recognize the often-unhealthy habits that are associated with alcohol.”
Studies have shown that even after just one month without alcohol, benefits include better concentration and memory, better sleep, a stronger immune system, lower blood pressure, lower cardiovascular risk, decreased risk of cancer, and the list goes on.
Non-alcoholic beer sales skyrocketed by nearly 32% in 2021, while the industry typically grew less than 5% in the same period. Along with this increase came big brands backing the “NA” Beer movement. In July 2021, Guinness launched a “0.0” NA Beer, and while Heineken released their “0.0” NA Beer in 2017, it hit a double-digit sales increase in the US in 2023.
Along with this, recent studies show Gen-Zers are drinking 20% less than Millennial drinkers were at their age – which is certainly enough to startle some in the industry.
While the pandemic’s shadow cast an undeniable darkness, the rise of the “Sober Curious” movement shines a hopeful light. This shift, coupled with a burgeoning market for non-alcoholic alternatives and generational trends towards mindful consumption, suggests a cultural recalibration away from the “booze equals fun” equation. Perhaps we’ve stumbled upon a spark of progress, reminding us that while some habits cling stubbornly, others can ignite a revolution in wellness.