Sober curious describes the growing number of people who are examining how much they drink, and why, without committing to full sobriety. The sober-curious are not in recovery. They are choosing, occasion by occasion, to drink less or not at all, whether for health, clarity, sleep, or simply because they would rather. What sets this group apart from earlier generations is the expectation that whatever they drink instead should be every bit as considered as a cocktail. That expectation is exactly why great alcohol-free drinks became necessary.
Why It Matters
This is the audience that changed the market. Sober-curious drinkers created the demand for alcohol-free options that actually taste like something, which is why bars now build real AF menus and brands now make serious alcohol-free spirits. If you are reading this, you are probably part of it.
Where You'll Use It
Describing your own approach to drinking, or understanding the shift that made this whole category possible.