Sober-curious yet? No and low alcohol gain momentum

The global shift toward cutting back on alcohol is gaining momentum. In Ireland, the iconic Guinness pint is being swapped out, and in the UK, football fans are reaching for nolo beers. Even Japan’s brewing giant, Asahi, predicts that by 2040, half of its sales will come from no and low alcohol drinks... 🍻

In the US, Gallup reveals that today’s young adults drink far less than their early 2000s counterparts. Why? 65% of people aged 18-34 believe alcohol harms health, compared to just 37% of those 35-54 and 39% of those 55+. It’s the biggest generational gap since 2001.

Health isn’t the only factor — rising alcohol prices are a boozekill, too 💸

Yet, the social side of drinking is deeply ingrained, and capable of transforming introverts into social butterflies for the night. So, as more people embrace 0.0%, it's time to reimagine the concept of social drinking. Early adopters? Munich, synonymous with beer, now has Die Null, its first alcohol-free beer garden, while Athletic Brewing has become soccer club Arsenal’s first Official Non-Alcoholic Beer Partner.