Just as many consumers have cut back on their meat consumption and switched to plant-based alternatives and flexitarian diets, they are also turning to alternative adult beverages to moderate their alcohol intake and live healthier lifestyles, according to a new report from The Hartman Group.
These beverages include non-alcoholic beer, wine, and liquor, as well as functional beverages such as those containing adaptogenic, nootropic, or botanical ingredients, for example, according to The Hartman Group's “Trends Spotlight: Sober Curious” report.
“With packaged functional beverages being a high-growth category that is especially compelling to younger generations of consumers, new varieties of non-alcoholic formats that do not have close equivalents to traditional alcoholic categories are also finding a place within the sober curious market,” the report stated.
More than a quarter of consumers—28 percent—who said their diet is worse that it was a year ago attribute it to more consumption of high-calorie beverages, including alcohol, revealed The Hartman Group's Health & Wellness Report 2021.
Several studies have shown that retail sales of alcohol increased in 2020, compared to 2019, as many bars were closed for several months and consumers drank more at home, perhaps to help relieve the anxiety of the pandemic.
Consumers who are now seeking to adopt healthier lifestyles may be taking a more mindful approach to beverage consumption, according to the Sober Curious report.
Another category of functional beverages that may be gaining traction as consumers seek to limit their alcohol consumption is cannabinoid-infused drinks, the report explains. These include drinks that contain either CBD or THC, the non-psychoactive and psychoactive chemicals found in hemp plants, respectively. These beverages, often in the form of sparkling waters or sodas, are sold either online or through limited retail distribution, as the legal status of CBD as a food additive remains in legal limbo at the federal level. Beverage brands in the space include Colorado's Best Drinks, Recess, Sprig, and S�ti, among others.
Consumers may be attracted to these beverages either because of the purported health benefits of CBD or because they view THC as a more natural “high” than they receive from alcohol, according to the report.
New categories of alcoholic beverages that tout functional or better-for-you attributes have also emerged, including hard kombucha, hard seltzer, and hard coffee. The latter includes products from beer brands, such as Pabst Blue Ribbon, and from coffee brands, such as La Colombe.
The functional aspects of these types of drinks help consumers justify their generally low alcohol content, the Hartman Group report concludes.
The report also highlights some venues that are showcasing non-alcoholic drinks or “mocktails,” including Getaway, a Brooklyn coffee shop that describes itself as an “alcohol-free bar” where consumers can order a variety of zero-percent alcohol beer, wine, and spirits, in addition to a menu of coffees, teas, and other beverages.
Meanwhile, Sans Bar in Austin, Texas, serves “zero-proof cocktails” and promotes “healthy socialization, helping others, and taking care of both mind and body.”
Founder Chris Marshall said in a statement on the Sans Bar website that he created the space in response to people who felt isolation or shame as a result of their decision to avoid alcohol.
“No matter where you are on the sobriety spectrum, Sans Bar is a place where you belong,” he said.
The trend appears to be gaining mainstream traction as well. In a recent Datassential webinar, the research firm noted that drive-in burger chain Sonic recently introduced three non-alcoholic, wine-flavored Uncorked Slushes. The Strawberry Frosé, Red Berry Sangria, and Peach Bellini launched August 30 and are available through September 26 — including at half price during happy hour specials.
“I feel like we are going to see more and more of this,” said Mike Kostyo, senior managing editor and trendologist at Datassential.
Related: Southeastern Grocers Opens Stand-Alone Liquor Store; 7-Eleven Introduces Beer, Wine Delivery.
Image: Upstreet Craft Brewing, which recently introduced two of the company's non-alcoholic craft beers at Sobey's in Canada.