85. Low & No Alcohol: The Sober-Curious Movement

Is the low or no alcohol movement a passing fad or a new lifestyle choice that’s here to stay? WGSN discussed a more mindful approach to drinking alcohol back in November 2022. In this episode, we delve further into the low and no alcohol drinking movement, discover why it’s popular with Gen Z and discuss its global expansion. Plus we offer a taster of the interesting and diverse ingredients being used to enhance the flavours. Joining WGSN Editorial Director Bethan Ryder to talk low and no alcohol is Jen Creevy, Director of Food & Drink, alongside strategists from her team, Rachel Tan and Millie Diamond. Tune in to find out about this growing billion-dollar drinks sector and how the sober-curious movement taps into the increasing importance of wellness, inclusivity and personal choice. Find out why low and no alcohol is expanding its influence beyond evenings to breakfast and brunch with drinks featuring flavour notes of marmalade and toast – and even into social sports with new brands like Racquet Rosé. It’s time to raise a toast to low and no alcohol, swap ‘damp’ for ‘dry’ and get your name down for the ‘sober party’.