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THE NEW SOBER CONSUMER
An Outpost exploring the shift in consumer drinking behaviours and the implications for brands.
01
The New Sober
The word ‘sober’ used to conjure up images of soda with lime and designated drivers. Cutting down on alcohol has long been associated with restraint, and with that a sense of ‘missing out’ and perhaps even a touch of sanctimoniousness. But for today’s consumer, those associations are gone.
Glance around the pub today and the chances are you’ll spot a lot of people sipping something alcohol-free. And while that might not be groundbreaking, the number of people making this choice is what has really changed in recent years.
Skipping booze no longer makes you the odd one out. In fact in some instances you could now be in the majority. And it’s a trend we’ve experienced first-hand at Outlaw, with plenty of the team choosing 0.0% lagers on a Thursday night or mocktails at the Christmas party.
Once Christmas is over people often see the new calendar year as an opportunity to balance out the festive indulgence and kick off January as their best selves.
The Dry January movement continues to gain momentum in the UK and beyond, with research from Alcohol Change UK suggesting over 9 million Brits planned to abstain from drinking in January last year*.
But the movement’s boost in popularity is part of a much broader shift in consumer attitudes and behaviours. So we’re digging into the factors driving this shift, and posing the question:
What does it all mean for brands?
*Source: Dry January Survey, Alcohol Change UK
02
A Helath-Conscious Generation
It’s safe to say that sobriety has hit the mainstream. In a post-pandemic world where health is wealth and self-care is cultural currency, people are taking ownership of their wellbeing through fitness, nutrition, appearance, sleep, and mindfulness.
Technology has played a major part in facilitating this shift, with products like the Oura Ring and Whoop making personal health data more accessible than ever, and giving consumers granular insight into how their lifestyle impacts their health.
Social media has fanned the flames, with influencers positioning a clean and moderated lifestyle as aspirational. Being mindful of what you put into your body is no longer just a personal decision — it’s a social statement.
For brands, this shift means that wellness isn’t just a trend - it’s becoming a core identity marker that consumers are choosing to align with.
The driving force behind this shift is Gen Z. Making up nearly a third of the global population, Gen Z has grown up through multiple economic crashes and a global pandemic, all set against the backdrop of climate disaster.
So it makes sense that as consumers they seek to exercise control in their own lives wherever possible - something which has manifested through a drastic shift in attitudes toward alcohol, and socialising more generally.
Recent studies suggest that 30% of UK consumers under the age of 24 report drinking less alcohol than they did last year, and 13% have chosen to abstain entirely*.
People are increasingly reflecting on the trade-off between short-term pleasure and long-term health and wellness, and asking themselves ‘is this drink really worth it?’
*Source: CGA by NIQ
03
The Non-Alc Boom
Brands in the low and no alcohol space are capitalising on this movement and seeing unprecedented growth.
Lucky Saint - the UK’s largest independent alcohol-free beer - has seen revenue grow 180% year-on-year since launch*. And Diageo insiders have suggested that Guinness 0.0 (the UK’s favourite alcohol-free pint) could potentially start to outsell its alcoholic predecessor in some markets.
The rollout of Guinness 0.0 to draught taps around the UK is a sign of the times, particularly as the first tap was installed in The Devonshire, Soho - a pub frequented by the trendy ‘Soho House crowd’ and a hotbed for Instagram influencers and young professionals.
*Source: Raconteur.net , Lucky Saint and the Alcohol-Free Boom
While industry giants look to evolve their portfolios and reinvent beloved classics, new entrants are jumping on the booze-free bandwagon at pace.
One factor driving the growing demand for non-alc alternatives is the rise of the no-booze celebrity brand. Celebrity-backed drinks are nothing new, but a growing number are placing their focus on the alcohol alternative space. Tom Holland’s recent ‘Bero’ launch is one of the first A-list creations in the 0% beer space, and the brand’s crafted, premium look and feel deliver on Bero’s positioning as a non alcoholic beer that’s celebrated, not stigmatised.
Beyond non-alc imitators, other celebrities have found success through innovation at the intersection of drinks and self-care. Bella Hadid’s Kin Euphorics and Katy Perry’s De Soi lean into functional product formulations, offering up vibrant, playful brand identities that position themselves as enhancers of mood and wellness, rather than just something to sip.
04
Active as an Occasion
New kid on the block Olipop has cornered a substantial portion of the soda market in recent years, capitalising on the demand for functional ingredients and creating ‘a new kind of soda’ that incorporates prebiotics and fibre into their products.
Much of Olipop’s success comes from their agility in pivoting toward new consumer needs - such as a growing awareness of gut health - as well as their commitment to building a brand founded on purpose and authenticity.
The brand’s recent partnership with Women’s football team Kansas City Current further reinforces Olipop’s positioning around ‘active as an occasion’ and makes the brand the next in a growing list of non-alc drinks brands partnering with the
sports industry.
Across the sports landscape we’re seeing similar collaborations that highlight the crossover appeal of non-alcoholic beverages in active and social settings — Peroni Nastro Azzurro 0.0% with Scuderia Ferrari in F1, Guinness 0.0 with the 6 Nations Rugby, and Athletic Brewing with a range of sports - from NCAA basketball to Ironman triathlon.
In an industry traditionally tied to alcohol, these collaborations signal a rapid transformation driven by shifting consumer attitudes.
This shift is paving the way for brands like Olipop to redefine the relationship between sports and beverages, by ushering in a new era of partnerships where health-focused challengers begin to edge out legacy alcohol brands.
05
What does this mean for brands?
Design for Hybrid Lifestyles
As alcohol-centric occasions give way to hybrid lifestyles where wellness and socialising intersect, brands should focus on delivering products and services that complement these new dynamics, ensuring the brand itself is positioned to deliver them authentically.
This might mean crafting versatile products that move seamlessly from fitness classes to evening gatherings or developing formats that feel premium and transportable.
Leveraging the functionality trend, brands can infuse wellness benefits into products — whether through ingredients like adaptogens or by aligning with moments like post-workout recovery or mindful unwinding.
Redefine Rituals
Traditionally alcohol has been synonymous with celebration, indulgence and sociability. Brands now have an opportunity to redefine what it means to celebrate in a way that resonates with a generation prioritising health and mindfulness.
This could mean positioning products as enablers of meaningful experiences rather than indulgences, or creating new rituals and products that embody celebration without the hangover.
Brands that lean into sensory cues — like elevated packaging, complex flavour profiles and immersive brand storytelling — can help consumers associate their offerings with joy, indulgence, and togetherness in a fresh way.
Elevate Your Story
As consumers grow more discerning in their choices they value transparency, craftsmanship and authenticity in the products they consume.
Alcohol-free brands can differentiate themselves by highlighting the origins of their ingredients, the mastery behind their brewing or blending processes, and the purpose behind their brand story.
This approach positions non-alcoholic beverages as premium, thoughtful choices, on par with artisanal alcoholic counterparts. Storytelling that emphasises sustainability, ethical sourcing, and community impact can further strengthen brand appeal in this space.
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