Is ‘Sober Curious’ Here To Stay?

The way we talk about alcohol has shifted dramatically over the past few years.

For a long time the dominant narrative around not drinking was linked to crisis and loss.

Today we have new language that normalises choice.

~Sober curious is flexible & non-rigid. It allows someone to explore life without alcohol without having to commit to never drinking again. While led by Gen Z we’re now seeing Millennials & older generations be part of this global movement.

It means not drinking is becoming culturally relevant.

~Low & no alcohol was once niche but now it’s everywhere. A few years ago it was basically just Beck’s Blue.. today almost everyone has seen, heard of or tried it.

It means choice and accessibility are becoming more normalised.

~Dry Jan is a household name that gives social proof to those reflecting on their relationship with alcohol. It’s reached a critical mass and normalises not drinking.

It means we’re not alone…

When I stopped drinking in 2015 this language didn’t really exist. Just labels that carried negative connotations that were tied to restriction or loss.

If this language had existed back then it would have made the decision to stop drinking feel less intimidating.

This new language excites me. Because for the wider population it removes the sense that not drinking belongs only to crisis.

It feels more inclusive and signals that questioning our relationship with alcohol is becoming culturally relevant.

It creates entry points. And when we expand the language around alcohol change we expand who feels allowed to participate.