The sober curious movement is just beginning

The Future. As non-alcoholic beverages — from energy drinks to juices and mocktails — become more ubiquitous, people are feeling less of a need for liquid courage in social settings. Instead, they’re opting for drinks that give them a buzz without the intoxicants and potential hangover. For Americans, less alcohol consumption could mean fewer booze-related accidents, healthier livers, and of course, no regrets the next day.

Selling sobriety in a bottle
Non-alcoholic beverage companies understand that people are moving farther away from getting wasted and more towards living life without artificial spirits. Forbes breaks down the major players in a fast-growing industry.

• Seoul Juice offers a natural product based on Korean pear juices to help athletes avoid beverages with a lot of sugar and to keep college students from drinking heavily. Founder Luis Manta even suggests pairing it with alcohol to reduce hangovers.
• Prime, the energy drink from KSI and Logan Paul, contains 20 calories per bottle without sugar or caffeine. It’s been selling out across the UK, where some stores have even put a cap on how many customers can buy per purchase.
• Dwayne Johnson’s ZOA, an all-natural energy drink, includes ingredients like camu camu, acerola, B vitamins, and naturally sourced caffeine. It also has multiple flavors designed to be taken pre-workout.
• The team at Athletic Brewing Co., which makes non-alcoholic craft beer with all-natural ingredients, has “also shown an immense commitment to philanthropic efforts and protecting the environment,” says recently retired NFL player J.J. Watt, who’s an investor.
• Kin Euphorics, the non-alcoholic seltzer brand from Jen Batchelor and supermodel Bella Hadid, contains adaptogenic herbs, nootropics, and botanicals that have been lauded across the sober curious movement for providing confidence in social settings.

Giving sobriety a shot
The massive growth in the non-alcoholic market foreshadows a major change in society’s relationship with alcohol. People are now realizing they can have fun without the booze.

As Hadid explained to InStyle, “There’s just this never-ending effect of, essentially, you know, pain and stress over those few drinks that didn’t really do much, you know?”

We do.