the sober-curious movement: what the data actually says

the sober-curious movement: what the data actually says

sober-curious doesn't mean sober. it means questioning the default. choosing when to drink and when not to. paying attention to how alcohol makes you feel, and being honest about the answer.

it's one of the fastest-growing cultural shifts in how people relate to drinking. and the data behind it is staggering.

how many people are drinking less?

Gen Z drinks 30% less alcohol than Millennials did at the same age. average drinks per week among 18 to 34 year olds have dropped from 5.2 to 3.6 over the past two decades.

21.5% of Gen Z does not consume alcohol at all. another 39% drink only occasionally. and nearly half of Americans say they plan to drink less in 2025. (source: NCSolutions / Circana)

when asked why, the top answers are: "just not interested" (46%), health and mental health concerns (34%), and worry about addiction (20%).

what does the science say about drinking less?

in 2018, The Lancet published a landmark study covering 195 countries and concluded: "the safest level of drinking is none." this contradicted decades of messaging around "moderate" drinking being healthy. (source: The Lancet, Vol 392, 2018)

the WHO reinforced this in 2024, with the Director-General stating: "no level of alcohol consumption is safe for our health." (source: WHO)

a 2025 meta-analysis from Brown University, reviewing over 150,000 participants, found that even one month without alcohol led to better sleep, elevated mood, lower blood pressure, less liver fat, and improved insulin resistance. (source: Brown University)

the University of Sussex found that 71% of Dry January participants slept better, 67% had more energy, and 58% lost weight. 80% were still drinking less six months later. (source: University of Sussex / Alcohol Change UK)

how big is the market?

the global no/low-alcohol market reached nearly 20 billion dollars in 2023. double what it was in 2019. IWSR projects an additional 4 billion dollars in growth by 2028. (source: IWSR)

Europe leads globally, with the largest regional market at roughly 4.5 billion euros. non-alcoholic beer in the US surged 23% in 2024 alone.

as Mark Meek, CEO of IWSR, put it: "the no/low category has moved from niche to mainstream. it is no longer a trend. it is a structural shift."

is sober-curious the same as sober?

no. 58% of people who buy no/low-alcohol drinks also drink alcohol. they're moderators, not abstainers. the sober-curious movement is about choice, not restriction.

34% of adults aged 18 to 34 now identify as sober-curious. not sober. not anti-alcohol. just intentional about what they put in their body.

what does a sober-curious drink look like?

it looks like something you're proud to hold. not sparkling water with a lime. not a pretend beer.

mysa is a non-alcoholic aperitif made with 12 natural ingredients: pine, pomegranate, citrus, and chili. low in calories. no artificial sweeteners. sparkling, bitter, complex.

it doesn't try to be alcohol. it's something else entirely.

frequently asked questions

what does sober-curious mean?
sober-curious means being intentional about alcohol consumption. questioning the default, reducing drinking, or experimenting with alcohol-free periods without committing to full sobriety.

is sober-curious a Gen Z thing?
Gen Z is leading the shift, but it's not limited to one generation. nearly half of all American adults plan to drink less, and 58% of no/low buyers are moderators who also drink alcohol.

what are the health benefits of drinking less alcohol?
research shows improved sleep, better mood, weight loss, lower blood pressure, reduced liver fat, and improved insulin resistance within as little as one month.

what is the best non-alcoholic drink for social events?
a non-alcoholic aperitif like mysa offers the complexity and ritual of a cocktail without the alcohol. serve chilled, over ice, with a citrus garnish.