The Rise of Zero-Proof Elixirs and Mindful Social Tonics in a Culture of Conscious Choices

Zero-proof. Alt drinks. Mocktails. Sober cocktails. 

Whatever you call this trend, it’s thriving. 

This proliferation of zero-proof beverages in recent years underscores a deeper cultural shift—one where consumers are redefining the parameters of both physical and mental well-being, aligning with a lifestyle that values balance and conscious choices.

While early iterations of zero-proof alternatives primarily sought to blend in with beer by mimicking its taste and appearance, brands are recognizing a paradigm shift in consumer priorities and are responding by infusing their products with functional benefits. 

With beautiful aesthetics, complex flavor profiles and mood-boosting effects, the new wave of alt-alc bevs like Recess (my personal fave) and hiyo push the envelope in the world of sober-curiosity by utilizing adaptogens to promote calm & clarity. Brand positioning revolves around being 'mindful social tonics' — offering a premium experience without the hangover. 

I'm excited to see continued growth and evolution of the industry, with more brands embracing creativity and functionality to cater to the evolving preferences of mindful consumers.