When a new year rolls around, social circles split into two groups.
The dividing line: alcohol.
The conversation around sobriety andsober curiosityhas become louder and more open in recent years.
They’re skipping happy hours, going onbooze-free dates, and laying out their reasoning for sobriety online.
The beverage industry has been happy to cater to them, too.
And while the modern temperance movement is growing, so too is thehigh-alcohol-content segment.
And heavy drinkers consume the bulk of alcohol volume in the US.
But many drinkers are incorporating nonalcoholic options into their routines without giving up on booze altogether.
They’re looking at occasional abstention as a form of moderation.
“So they’re just drinking more interesting shit out of everything.”
To some extent, drinking culture is moving toward the extremes.
They’re getting an old-fashioned, not dialing down to a light beer or two.
Per-capita consumption of ethanol from alcoholic beverages has stayed at about 2 to 2.5 gallons.
They think it’s healthier, even if their doctor might not entirely agree.
It’s a way to slow down, to get a check on how much they’re drinking.
And sometimes they just can’t afford to be too hungover ahead of a big workday.
Some people set rules for themselves about when alcohol is allowed.
Some drinkers take part in Damp January and reduce their alcohol intake instead of going totally dry.
(There’s a “75 Soft” for those who want some semblance of joy.)
It’s a more festive albeit expensive tactic than chugging a glass of water between drinks.
That NA IPA is combined with an 8% IPA that will knock their socks off.
(Some proportion of NA purchasers are probably buying for parties and gatherings for other people to drink.)
That many NA drinkers would also be alcohol drinkers tracks.
“No one likes the taste of beer when they first drink it,” Sarwat said.
“I think that’s a universal truth.”
“I think it’s completely individualized.”
Silverman was more optimistic about the taste and price points.
Some of the divides and distinctions are complicated to parse.
With marijuana legal in so many states, some may be opting for cannabis products instead.
“It’s just a greater understanding of how it impacts you.”
Consumers have more options now for drinking than ever.
Or they’re swapping a six-pack of Miller Lite for a martini that really packs a punch.
“We do see this broader trend of moderation happening across the industry,” Theriault said.
That lunchtime beer was never a good idea anyway let alone the lunchtime martini.
Swap it out for a Heineken 0.0 or a mocktail, and leave the good stuff for Friday night.
Emily Stewartis a senior correspondent at Business Insider, writing about business and the economy.
