Mindful Drinking’s Evolution
Published 07 January 2026
As the wellness benefits and social implications of leading a more mindful lifestyle continue to surface, the sober-curious movement continues to grow and diversify. In lockstep with this movement, investment and innovation in the no-to-low alcohol market is soaring, with brands providing flavourful drinks that fit squarely within consumer’s existing rituals and routines.
The Sober(ish) Picture
Exploring No/Low Perspectives
Moderation Innovation
Globally, the number of consumers who report leading a sober-curious lifestyle is continuing to expand, but the picture is becoming more nuanced and generationally diverse. Motivations are also evolving, with physical and mental health, weight management, and the cost of living driving this lifestyle shift.
Globally, the number of consumers who report leading a sober-curious lifestyle is continuing to expand, but the picture is becoming more nuanced and generationally diverse. Motivations are also evolving, with physical and mental health, weight management, and the cost of living driving this lifestyle shift.
Attitudes towards alcohol-free and low ABV drinks are evolving as the category matures. Consumers are looking for flavourful beverages that feel both fun and healthy, whilst offering drinks that are appropriate for specific occasions. Mid-strength drinks are also finding a foothold with a growing cohort of consumers.
Product development is ramping up across non-alcoholic beer, wines and spirits, with producers creating complex flavour profiles, exploring functional properties and enticing brand narratives. Meanwhile, sparkling tea has arisen globally as a premium alcohol alternative.
Mindful Drinking’s Evolution
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Mindful Drinking’s Evolution
As the wellness benefits and social implications of leading a more mindful lifestyle continue to surface, the sober-curious movement continues to grow and diversify. In lockstep with this movement, investment and innovation in the no-to-low alcohol market is soaring, with brands providing flavourful drinks that fit...