2019 has been a #SoberCurious year. While influencers have extended the concept far beyond #DryJanuary, brands are tapping into the growingly popular lifestyle trend, too.
Those who are considered sober-curious make a choice to refrain from drinking alcohol, not out of necessity or addiction, but for their physical and mental health. According to @rubywarrington , who wrote Sober Curious, followers can reap benefits including enhanced energy, greater mental clarity, and reduced anxiety.
According to articles on CNN and The Atlantic, the movement is catching on. Twenty-nine percent of millennials in the UK are sober, and binge drinking has fallen from twenty-seven percent to eighteen percent among millennials. @amandamull , who wrote the article in The Atlantic, also spoke with more than 100 Americans in their 20s and 30s who said they have made similar changes in their drinking habits.
These brands are buzzing in the alt-spirit space and their social accounts are showing all the signs of budding popularity.
| @kineuphorics is a part adaptogen and part nootropic beverage that, according to their website, “gives you a buzz without the booze.” |
The brand, which was founded in 2017, has an audience of 17.9k and its growth has increased an impressive 30% in the last 30 days.
@seedlipusa , which is partially owned by the same company as @johnniewalkerusa and @smirnoffus , comes in three different flavors. Fun fact: Spice 94, the original flavor, sold out in less than half an hour.
| Audience: 11.8k and an 11% growth rate in the last 15 days. |
| Introduced just a few months ago by @cocacola , @drinkbarnone has a variety of non-alcoholic offerings ranging from Ginger Mule and Sangria, Cider to Bellini Spritz. |
| Although its audience is only in the three digits, its growth rate is a surprising 190% in the last 15 days. |
| @curiouselixirs is emphasizing high-quality ingredients, and not sacrificing taste when skipping the booze. |
| Some brands concern themselves with recreating spirits, like
@herbiegin
the non-alcoholic gin. For fans of something lighter,
@wellbeingbrewing
has non-alcoholic beer. Produced by the beloved Danish gin brand, Herbie welcomes Herbie Virgin, made almost identically like its alcoholic version. |
| Audience Size: 1.3k. |
WellBeing Brewing, the country’s first brewery dedicated to brewing non-alcoholic craft beer, has an audience size of 4.6k and has experienced 5% account growth in the last 15 days.