Sober Curious: What’s Behind the Trend Toward Low- and No-Alcohol Beverage Consumption?

Prior to the pandemic, one of the biggest trends in the beverage landscape was a change in how consumers—particularly younger consumers—approach the consumption of alcohol. This rising interest in low- and no-alcohol beverages is largely driven by consumers’ health-centered concerns.  The pandemic seemingly altered the trajectory of this trend overnight, but despite a boozy pandemic surge in alcohol sales, the “sober curious” movement has gained relevance as new products have appeared on the market that meet emerging consumer needs for more mindful drinking, personalization, functionality, and flavor.   On this episode, we examine the drivers behind this movement.  Get your copy of Hartman’s Sober Curious report here: TREND SPOTLIGHT REPORT

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