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According to the latest trends, more and more Americans are becoming health conscious. People nowadays are following different exercise routines like Yoga, Zumba etc. along with the traditional forms of exercise and are becoming more conscious about the kind of food they consume.
This era of fitness and health consciousness has given birth to a new generation of people who want to either reduce or even stop their alcohol intake for health and wellness reasons. These people are called sober curious. Though they try to lower their consumption of alcohol, they have not pledged total abstinence. Therefore, one should not be overly surprised if they notice someone from their group sipping on a glass of orange juice instead of vodka at the next get–together.
According to official reports and data, alcohol consumption across the world has come down to 27.6 billion cases in 2018 falling by almost 1.6 percent. Apart from alcohol, several other sugar–based–carbonated drinks have also recorded a fall in consumption.
The falling consumption of alcohol has paved the way for companies to come up with something that is non-alcoholic, yet trendy and which people can enjoy at parties. Though, non-alcoholic beers and beverages such as mocktails have been around for decades, the market is ripe for newer and better versions.
According to the International Wines and Spirits Record (IWSR) data, majority of those who consume non–or low–alcoholic beverages are between the ages of 21 and 40 and are males.
In another report, the IWSR reported that:
This makes it viable for companies to launch their non- or low alcoholic beer versions in UK and then move to the U.S. For example, popular beer brand Heineken launched its first non-alcoholic beer, 0.0 from Barcelona, Spain. Heineken 0.0 was targeted for those consumers who liked beer but did not want to drink beer all the time. What the company did was place the 0.0 along with its alcohol–based beers thus giving the consumer an option to choose from.
Ashleigh Phelps, the Heineken brand manager who led 0.0′s U.S. launch, said in an interview that with the growing trend of health consciousness, countries like the U.S. might be one of the largest consumers of non-alcoholic beverages such as the Heineken 0.0.
According to reports, the non-alcoholic beverage category is expected to grow at an annual rate of 7.1 percent which has prompted some of the world’s largest spirit makers to launch products in this segment. This can be seen by the recent deal signed by the world’s second largest wine and spirit seller Pernod Ricard to distribute non-alcoholic gin called Ceder’s in UK.
How are the bars and pubs coping?
Necessity is the mother of all inventions. With the sober curious movement gaining popularity day by day, bars and pubs are getting more creative in order to attract the crowd. They are adding mocktails and non-alcoholic beverages to their menus which help rake in more profits than the usual plain soda or sparkling water.
This has also led to collaborations between bars and brewers. For example, The Kamikaze, a premier night club chain, has tied up with Jim’s Mixers to provide a new mocktail in all its locations. Jim’s sell mixtures like Lime and Ginger, hence it becomes profitable for bars and restaurants to concoct a mocktail with the same cocktail mixtures.
Speaking on the sober curious movement and its effect on the alcohol industry, Jim Jones, founder of Jim’s Mixers, said that isolating a crowd just because they don’t drink is out of the question. Therefore, mocktails are a great alternate source for people who want to enjoy nightlife without getting high on alcohol or drugs.
The road ahead
Alcohol is an addictive substance that can lead to severe short– and long-term physical, mental, genetic, and social consequences. Irrespective of gender, age, or social standing, anyone can get addicted to alcohol. People battling with an addiction to alcohol can seek relief from their symptoms only by undergoing an alcohol treatment program at a professional alcohol detox center.
In case you or a loved one is looking for reliable alcohol detox centers, contact the Hillside Mission. The first step in any addiction treatment is detox. Our state-of-the-art detox treatment center is known for offering specialized detox programs, customized to suit individual requirements so that the treatment cycle can be shortened, yet effective results can be achieved. Call our 24/7 helpline 866-225-6101 and speak with our expert to learn more about alcohol detox treatment programs offered at our facility. You can also chat online with a representative for further information.