While lots of people may want to quit drinking, those reporting that they’ve actually quit altogether seem to be fewer in number. That said, being “sober curious” isn’t necessarily about quitting outright.
Big alcohol companies appear to be aware of the “sober curious” trend and see it as an opportunity to invest in the non-alcoholic drinks category, expand their product offerings, and improve market share.
In fact, several of them already did, like Heineken launching Heineken Zero, Diageo acquiring a stake in Ritual Zero Proof and Seedlip, and Canadian non-alcoholic company Partake Brewing securing $4M in funding.
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