The Sober Shift: Why More Bars and Restaurants Are Embracing Zero-Proof
Drinking culture is changing. For bars and restaurants, expanding low- and no-alcohol options can mean meeting customers where they are—without taking alcohol off the menu.
Americans Are Drinking Less
With increased research and messaging about the harms of alcohol, the national drinking rate has begun to decline. In 2022, 67% of Americans reported occasionally consuming alcohol. By 2025, the rate dropped to 54%. Consumption patterns are also shifting. The average number of drinks consumed in a week has dropped to 2.8, the lowest recorded number in 30 years. Not only are fewer people drinking, but those who do are drinking less often.
A Changing Drinking Culture Creates a Business Opportunity
These numbers aren’t just a fad, but a sign of an ongoing societal shift in drinking culture. Such trends have put pressure on bars and restaurants, forcing a shift in the marketing of drinking. There is a need to support the increasing number of customers who choose to abstain from alcohol. But how can these establishments support their patrons without losing profits?
No- and Low-Alcohol Options Are a Growing Market
One approach to adapting to the sober shift is offering more no- and low-alcohol beverages. The zero-proof drink market has exploded in recent years, its value growing from $8 billion in 2018 to $11 billion in 2022. The growing demand for these drinks has helped increase their availability and variety. Some bars offer mocktail versions of popular mixed drinks while others sell non-alcoholic spirits and wines. Beer brands are picking up on this trend, offering zero-proof versions with the same taste as their alcoholic drinks.
The Beverage Menu Is Expanding Beyond Traditional Mocktails
Alcohol-adjacent drinks are also growing in popularity as the sober curious movement spreads. Beverages containing CBD and adaptogens are becoming more commonplace, with Millennials and Gen Z accounting for over 75% of consumers. Looking for healthy options in alcohol reduction, many turn to these adjacent drinks for the potential calming or uplifting effects.
Zero-Proof Customers Aren’t Necessarily Sober
It’s not just sober consumers who are drinking zero proof, but those who drink alcohol as well. In 2022, 41% of no- and low-alcohol consumers drank no/low options on some occasions and alcoholic drinks on others. Offering non-alcoholic drinks allows establishments to broaden their customer base and increase loyalty.
Some Businesses Are Taking Zero-Proof Even Further
While traditional bars are offering more alcohol alternatives, some bars are taking the leap to go completely zero proof. Sober bars are becoming increasingly popular, especially in large cities. These establishments are completely alcohol-free spaces for people to socialize without feeling pressured to drink alcohol. Many are 21+ despite the lack of a legal need for an age requirement in order to maintain a mature atmosphere similar to traditional nightlife. Some sober bars act as event spaces, hosting live music or trivia, and involving other local businesses. These bars are not necessarily a direct replacement for traditional ones, but sober bars help create community while remaining health conscious.
The Future of Drinking Is About Choice
As a growing number of people become sober curious, it is up to bars and restaurants to get with the times or get left behind. Those in the alcohol industry are evolving to meet the shift in their consumer base and will need to continue to do so in the future. A drinking culture based on inclusivity will ensure long-term success as consumers continue to diversify their lifestyles.
Bring the Sober Shift to Truckee/Tahoe
Zero Proof, For You is working with local restaurants, bars, breweries, hotels, resorts, venues, and retailers to make low- and no-alcohol choices more visible, appealing, and accessible throughout our community.
Becoming a Zero Proof, For You Partner doesn’t mean taking alcohol off your menu. It means giving your customers more great choices.
Partners can participate by highlighting low- and no-alcohol options on menus, getting bartenders creative with mocktails, offering incentives for designated drivers, featuring NA products, and using Zero Proof, For You campaign materials and swag at their businesses.
We’ll help promote participating partners and provide resources to help make mindful drinking choices more visible.
Ready to Become a Partner?
Join Zero Proof, For You and help us build a Truckee/Tahoe drinking culture where everyone has something great to order.
SIGN UP TO BECOME A ZERO PROOF, FOR YOU PARTNER - CLICK HERE
More choices. Less pressure. Zero Proof, For You.