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Normalized Sobriety

"Dry" nights out increase in availability due to Millennial demand

Implications - Where once, an alcohol-free night-out might have seemed unappealing to some, the promotion of sobriety in a social setting today acts as a key value proposition for many party purveyors. By providing party-goers with a safe, fun and stigma-free space to let loose, brands are able to capitalize on a growing market. While motivations to abstain from drinking varies, two of the key drivers here include the heightened financial and health contentiousness of Millennial consumers.
Workshop Question - In what ways have Millennial consumers changed your industry and how has your brand adapted?
Trend Themes
1. Sober Socializing - Brands capitalizing on a market of party-goers who abstain from drinking, motivated by health and financial consciousness.
2. Distilled Zero-proof Spirits - Innovative zero-proof spirits, which mimic the flavors of popular spirits, with the potential of creating rich drinking experiences, without the alcohol.
3. Festive Dry Bars - Alcohol-free bars catering to non-alcoholic drinkers on occasions and events.
Industry Implications
1. Hospitality - Businesses that provide socialization opportunities, such as festivals, bars, restaurants, retreats, etc. for non-alcoholic and alcohol dietary restrictions.
2. Beverage - Innovations in beverage products and manufacturing that experiment with zero-proof distilled spirits or healthier alcohol alternatives.
3. Retail - Stores that cater to the health and wellness of consumers, particularly in selling curated collections of home decor, kitchen tools, etc.
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
5 Featured, 42 Examples:
70,387 Total Clicks
Date Range:
Jun 18 — Nov 18
Trending:
Average
Consumer Insight Topics:

Featured Examples

Distilled Zero-Proof Spirits
Distilled Zero-Proof Spirits
Strykk Emulates the Flavor of Gin and Rum with 'Not Gin' & 'Not Rum'
Non-alcoholic drinks haven’t been traditionally thought of as sophisticated, exciting or flavorful but a growing number of people are adopting low-alcohol and alcohol-free lifestyles thanks to... MORE
Sobriety-Focused Festival Initiatives
Sobriety-Focused Festival Initiatives
Shambhala's Camp Clean Beats is Drug and Alcohol-Free
Shambhala Music Festival occurs every summer at the Salmo River Ranch in the West Kootenay region of British Columbia, attracting music and art fans from all of the world, as well as a group of... MORE
Festive Alcohol-Free Bars
Festive Alcohol-Free Bars
Non-Alcoholic Spirits Brand Seedlip Launched a Holiday Pop-Up Shop & Bar
Seedlip, a maker of distilled, botanically flavored non-alcoholic spirits, launched a holiday pop-up shop and bar for the holiday season London’s Mayfair.  The Seedlip General Store &... MORE
play_circle_filledHumorous Drinking-Enablement Ads
Humorous Drinking-Enablement Ads
Heineken's Now You Can Celebrates Drinking Non-Alcoholic Beer
To complement the release of its alcohol-free beer, Heineken has launched an expansive campaign dubbed ‘Now You Can.’ The series of advertisements are designed to promote the consumption... MORE
Vulnerability-Exploring Events
Vulnerability-Exploring Events
New York City's Club SÖDA Promotes Conscious Drinking Choices
For many, it can be difficult to determine exactly how social drinking has impacted them, but for those who are looking to explore how their drinking may contribute to their unhappiness, Club SÖDA... MORE

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