You’ve likely heard of trends like “Dry January” and maybe even “Sober October" as people consciously choose to abstain from alcohol, whether for health, financial, or culturally-based reasons. The movement has gained popularity through books, social media, and even establishments catering to non-alcoholic options to align with consumer preferences. But have you heard of the “Sober Curious Movement”?
The sober curious movement is a lifestyle choice where people explore reducing or abstaining from alcohol for health, wellness, and mindfulness reasons, rather than due to addiction. Unlike full sobriety, it encourages questioning drinking habits, making more intentional choices about alcohol, and embracing alternatives like mocktails, THC products, or alcohol-free events.
What is Behind the Sober Curious Movement?
Growing interest in reducing alcohol consumption without sacrificing social experiences is driven by several factors. Common concepts include people becoming more conscious of alcohol’s effects on mental and physical health, including sleep, anxiety, and long-term well-being. There’s mindfulness; many enjoy social settings without feeling obligated to drink or dealing with alcohol effects like hangovers or anxiety. Work-life balance? Always a consideration as professionals, performers, and creatives are choosing to cut back on alcohol to stay sharp, improve focus, and maintain energy.
These trends indicate a significant shift in drinking habits, with younger generations leading the move toward reduced alcohol consumption and a growing market for non-alcoholic alternatives, including the rising demand for THC and CBD-based beverages.
What Are THC & CBD Drinks?
THC & CBD drinks are beverages infused with tetrahydrocannabinol (THC) or cannabidiol (CBD), two key compounds found in cannabis. They offer an alternative way to experience the effects of cannabis without consumption by smoking or vaping.
CBD Drinks
CBD is a non-psychoactive compound known for its calming, anti-anxiety, and pain-relieving properties. There’s no “high” associated with CBD, making it popular for relaxation, stress relief, and wellness. Common types include CBD-infused teas, sparkling waters, coffees, and juices. These bevs promote relaxation and stress relief without intoxication; great for unwinding without feeling impaired.
THC Drinks
THC is the psychoactive compound in cannabis that produces that euphoric “ head high” effect. Effects of THC vary based on dosage, with lower doses providing a mild, social buzz that complements socialization without impacting the ability to be engaged and safe. Some common types of THC-infused beverages include sodas, seltzers, teas, and non-alcoholic beers. THC can provide a euphoric “high” similar to alcohol but without the same physiological downsides such as hangovers, dehydration, and muscle cramping.
THC, CBD, and Classic “NA”
How do THC and CBD beverages compare to traditional mocktails or non-alcoholic beers? Primarily, THC and CBD drinks offer a different experience compared to traditional mocktails and non-alcoholic beers, primarily due to their effects, functional benefits, and how they interact with the body. While alcohol has largely been touted for its intoxication appeal, THC and CBD beverages instead focus on those functional benefits including health and wellness, and social inclusion. There aren’t any psychoactive effects connected to purely “NA” options like mocktails or zero-proof beer; while they mimic the taste and ritual of alcoholic drinks there’s an absence of mood or cognitive alterations.
Here’s a summary on the key differences in non-alcoholic beverage options:
Why THC & CBD Drinks Appeal to Sober Curious Consumers
There’s a shift toward more inclusive socializing, where not drinking isn’t seen as strange or antisocial. The rise of sophisticated non-alcoholic beverages (mocktails, alcohol-free spirits, and craft NA beers) have creatively addressed this shift in preferences, allowing people to enjoy the ritual of drinking without alcohol. THC and CBD drinks are gaining popularity among sober-curious consumers because they offer an alternative way to relax and socialize without alcohol.
- Relaxation Without Alcohol CBD drinks provide calming effects without intoxication, while THC beverages can offer a mild buzz, allowing consumers to unwind in social settings.
- Avoiding Side Effects Unlike alcohol, THC and CBD drinks typically don’t lead to dehydration, headaches, or other hangover symptoms.
- Pro-Health Alternatives Many people seeking alcohol alternatives prefer cannabis-derived drinks because they avoid the negative health effects associated with excessive alcohol consumption. Many THC beverages are lower in calories and sugar than traditional alcohol.
- Customizable Experience THC beverages come in various dosages, allowing individuals to control their level of intoxication, unlike alcohol, which has a more predictable and intense impact.
- Legal & Social Acceptance As cannabis laws continue to evolve, THC and CBD drinks are becoming more mainstream, making them a viable option in social settings.
- Holistic Benefits CBD is known for its relaxing and anti-anxiety properties, making it a great alcohol-free choice for winding down.
THC and CBD-based beverages fit within the sober curious mindset by offering a more mindful, controlled, and wellness-oriented approach to social drinking.
Key Consumer Segments Driving Demand for CBD & THC
Younger generations, particularly Gen Z and Millennials, are drinking less than previous ones, prioritizing experiences over intoxication. In fact, they might be the guardians changing the game, leading the sober curious movement due to a combination of health consciousness, cultural shifts, and changing social norms. In January 2025, Gen Z decreased their spending on alcohol by 15% compared to 2023, while baby boomers increased their bar spending by 4%. In a world seemingly hyper-focused on health and longevity, research supports that approximately 45% of Americans now believe that consuming one or two alcoholic drinks daily is unhealthy, enhancing the trend that alcoholic-based sips are for celebrating and special occasions. It’s not that these generations are necessarily anti-alcohol, but they’re more intentional about when and why they drink.
Instead of defaulting to alcohol, they’re exploring healthier, more mindful alternatives that fit their evolving lifestyles. Younger generations are experiencing less pressure overall to drink in social settings, as sober curiosity is becoming more widely accepted. More and more, there’s the concept of an inclusive drinking culture—where not drinking isn’t seen as unusual or boring, or a reason to feel shunned or shamed.
(Mental) Health & Wellness Priorities
- Increased awareness of alcohol’s negative effects on mental health, sleep, and productivity.
- More focus on self-care, fitness, and mindfulness, with alcohol seen as a disruptor.
- Younger generations prioritize mental well-being, and alcohol is linked to anxiety, depression, and stress.
- Many choose CBD or THC drinks as a more mindful way to relax.
Image & Identity Consciousness
- Unlike previous generations, Millennials and Gen Z have grown up with social media, making them more cautious about behaviors that could impact their public image.
- Alcohol-related mishaps are more visible online, influencing drinking habits.
- Alcohol can be expensive, and many younger people prefer to spend money on travel, experiences, or wellness instead.
- They also recognize that drinking can impact productivity and long-term career success.
How Retailers Can Tap Into This Trend
The market for non-alcoholic beers, THC & CBD drinks, and functional beverages is booming, providing exciting alternatives to traditional alcohol. Sober social spaces (like alcohol-free bars and events) make it easier to participate in nightlife without drinking.
Expand Alcohol-Free Offerings/Create a Dedicated “Sober Curious” Section
- Stock premium non-alcoholic beverages like craft NA beers, zero-proof spirits, and sophisticated mocktail mixers.
- Offer CBD & THC-infused drinks, where legal, catering to those seeking relaxation without alcohol.
- Highlight functional beverages with adaptogens, nootropics, and other wellness-boosting ingredients.
- Feature a curated shelf or online category for alcohol alternatives, making it easy for consumers to explore.
- Use labels like “Better-For-You Beverages” or “Mindful Drinking” to attract health-conscious shoppers.
- Organize NA beer or mocktail tastings to introduce customers to new products.
- Partner with brands for wellness-themed happy hours that focus on socializing without alcohol.
- Offer mixology classes that teach customers how to craft flavorful drinks featuring THC and CBD-based beverages.
Leverage Digital & Social Marketing and In-Store Experiences
- Create content around sober curious trends, wellness benefits, and alternative drink recipes.
- Collaborate with influencers & sober lifestyle advocates to promote alcohol-free options.
- Use storytelling to highlight customer experiences, like “Why I Choose Sober Socializing”.
- Restaurants, bars, and cafes should expand their mocktail lists and feature sophisticated alcohol-free pairings.
- Create an inviting social space where both drinkers and non-drinkers feel included.
Educate Consumers
- Provide informational signage explaining the benefits of alcohol alternatives.
- Train staff to recommend sober-friendly options based on customer preferences.
Compliance and Licensing Considerations
Of course, with any shifting trends in the food and beverage industry, there’s plenty of regulation and compliance to consider, and non-alcoholic market segments like THC and CBD beverages are no exception. Distributors like Bernick’s play a critical role in helping retailers and brands navigate the complex, state-specific regulations surrounding THC beverage sales. The cannabis market is still relatively “new”, and having expert insight into specific state cannabis laws and ensuring all licensing requirements are met for distribution, retail, and marketing as appropriate are crucial components of the retailer + distribution relationship. Bernick’s routinely helps retailers and brands understand THC potency limits, packaging laws, and labeling requirements and ensure products meet testing and safety standards required by local regulators.
When it comes to appealing to the sober curious movement, Bernick’s can help retailers enter this space via assisting with state-compliant advertising, and leveraging the correct platforms and mediums in order to promote THC and CBD beverages through potential in-store promotions, tasting events (where permitted), and educational pop-ups to boost awareness.
Overall, Bernick’s supports its retail partners with beverage sales that require careful navigation of state laws, and such expertise is essential in ensuring compliance, expanding access, and driving consumer adoption while avoiding regulatory pitfalls.
CBD and THC and the Sober Curious Movement
Retailers who embrace the shift toward mindful drinking can attract health-conscious, younger consumers while positioning themselves at the forefront of a growing lifestyle movement. It’s all about offering variety, fostering inclusivity, and making sober choices feel exciting and intentional.
