New Year’s resolutions encourage individuals to adopt better habits, set goals, and improve their way of life. January, named after the Roman god Janus—symbolizing transitions and new beginnings—has long been associated with change. Yet there is a growing year-round trend influencing multiple industries and impacting consumer decisions with organizations and movements purporting that moderation is the optimum choice and the answer to maintaining a healthy lifestyle.
One of the most notable health-driven resolutions continues to be Dry January, a campaign by Alcohol Change UK. Officially trademarked in 2014, originating in 2013, after Emily Robinson gave up alcohol for a month while training for a half marathon. What started as a personal experiment has grown into a global movement, encouraging millions to reassess their drinking habits.
At the same time, the No/Low Alcohol Movement has gained traction, promoting moderation as a sustainable and enjoyable alternative to complete abstinence. The pandemic saw a surge in alcohol consumption, prompting a shift toward mindful drinking. This demand has fueled the rise of high-quality, low-alcohol beverages, emphasizing quality over quantity and reshaping the drinking experience. The alcohol beverage industry stopped to listen proof of this is the rush of non-alcoholic options in the market and the popularity of mock-cocktails. Additionally, the web abounds with information and articles that preach for wellness purposes its best to avoid the all-or-nothing mindset instead promoting indulgence in moderation. In 2023, Stephanie Rice explored this shift, highlighting how sherry wines naturally fit into the low-alcohol category. Her guide offers insights on pairing different sherry styles with mixers to create delicious, lower-alcohol cocktails, along with simple at-home recipes.
To recently further the public’s attention linking alcohol consumption to health warnings this month, a U.S. Surgeon General advisory identified alcohol as a leading preventable cause of cancer, reinforcing the need to reassess drinking habits. The No/Low Alcohol trend is no longer just a fleeting wellness fad—it may now be reshaping social, culinary, and wellness spaces. This movement isn’t about restriction but about choice, offering a new perspective on balance and enjoyment. Instead of eliminating alcohol all together, that could produce the opposite effect with cravings and feelings of deprivation, mindful consumption maintains a balance.
GLOBAL ALCOHOL CONSUMPTION TRENDS
Market data confirms this shift. The global No/Low alcohol market surpassed $11 billion by 2022 and continues to expand. Millennials and Gen Z are leading this charge, opting for health-conscious choices without sacrificing social rituals. A recent IWSR report projects that the no-alcohol category will grow by over $4 billion by 2028, with the U.S. and Brazil among the key markets.
In a similar vein, Jancis Robinson highlights the explosion of non-alcoholic alternatives, from de-alcoholized wines to premium spirits. This surge, particularly during Dry January and Sober October, reflects the market’s response to evolving consumer demand.
WHY MODERATION IS THE NEW TREND
Even before the Surgeon General’s warning, alcohol consumption was declining in the U.S. The Washington Post attributes this shift to Millennials and Gen Z prioritizing wellness, mental clarity, and social inclusivity: “Multiple surveys signal a drop in drinking among younger Americans. According to the Bureau of Labor Statistics’s annual Consumer Expenditure Survey, the average amount that U.S. residents younger than 25 spent on alcohol in 2023 dropped more than 60 percent from 2003 when adjusted for inflation. A 2024 Gallup poll found that the share of younger adults who say they drink fell from 72 percent to 59 percent in the last two decades. Forty-five percent of Gen Z consumers older than 21 said they did not consume any alcoholic drinks in 2023, according to a 2024 NielsonIQ survey.”
Reinforcing the role of social norms and behavioral shifts in reducing alcohol consumption. This Decanter article by Eliza Dumais explores Dry January’s evolving cultural significance, from a well-intended health challenge to a mainstream phenomenon. It highlights how social influence plays a major role in changing drinking behaviors—both increasing and decreasing consumption. Studies suggest that 50% of Dry January participants continue drinking less afterward, and 15% abstain completely. It also acknowledges the emotional and social challenges of abstaining, particularly in winter.
For those seeking a flexible approach, there is now Damp January offering an alternative to Dry January. Instead of complete abstinence, it promotes mindful moderation. Her Campus explains how this softer approach allows occasional drinking with greater awareness.
Similarly, Good Housekeeping discusses the benefits of cutting back on alcohol, citing improved mental clarity, better sleep, and cardiovascular health—even without full abstinence.
SHIFTING SOCIAL AND CULTURAL NORMS
1.Health and Wellness Influence
As the wellness industry embraces holistic health, moderation is becoming a cornerstone of modern lifestyles. Studies linking alcohol consumption to cancer and other health risks have amplified interest in No/Low alcohol options.
2. Changing Social Dynamics
Once essential to social gatherings, alcohol is now being reconsidered. The rise of sober bars, zero-proof cocktail menus, and alcohol-free events reflects a demand for inclusive experiences.
3. Cultural Shifts and Values
With a growing emphasis on sustainability, wellness, and self-care, drinking is no longer a default behavior but an intentional choice. The No/Low Alcohol Movement represents a rejection of excess in favor of balance.
The Beverage Industry’s Response
Recognizing this shift, the hospitality industry is innovating to meet demand:
• Premium non-alcoholic spirits offer a large array of complex, botanical alternatives to traditional liquors.
• Alcohol-free beers, spirits and (wines to a much lesser degree) now rival their alcoholic counterparts in quality and craftsmanship.
• Non-alcoholic cocktail menus are appearing in high-end bars, showcasing creativity without alcohol.
• Dry pairings (non-alcoholic drinks matched with food courses) are gaining traction in fine dining.
These trends prove that avoiding alcohol no longer means sacrificing flavor, sophistication, or social engagement.
CHALLENGES FACING THE NO/LOW ALCOHOL MOVEMENT
Despite its benefits, the movement faces some hurdles:
1. Is Moderation Becoming an Obsession?
While wellness culture has introduced healthier habits, it can also fuel perfectionism, where the pursuit of clean living becomes another source of stress.
2. Taste and Price Concerns
Premium No/Low alcohol options can be expensive, sometimes costing as much as traditional spirits. Some consumers remain skeptical, associating non-alcoholic drinks with bland alternatives. Overcoming this requires industry innovation and consumer education.
WHY THIS TREND IS HERE TO STAY
The growing embrace of moderation is not just a passing wellness trend—it reflects a broader cultural shift toward sustainability, self-care, and intentional living. Millennials and Gen Z are reshaping social norms, moving away from excess in favor of balance. For them, reducing alcohol intake is not about restriction but about optimizing health, mental clarity, and well-being without compromising social experiences.
At the heart of this transformation is a redefinition of pleasure. Today’s drinkers are no longer chasing intoxication but are instead savoring the complexity of flavors, the craftsmanship behind beverages, and the overall experience of drinking. Whether it’s a meticulously crafted zero-proof Negroni or a botanical-infused spirit, the emphasis has shifted from quantity to quality. Pleasure is no longer measured by alcohol content but by depth of taste, ritual, and sensory enjoyment. As we always say, a small sip of sherry goes a long way!
This movement toward mindful drinking is reinforced by innovations in the beverage industry, where non-alcoholic alternatives continue to rise in sophistication and accessibility. With evolving consumer preferences and a cultural landscape that values conscious choices, the No/Low Alcohol Movement is not just a trend—it is a lasting reimagination of how we celebrate, socialize, and indulge. As the U.S. Surgeon General’s warning reminds us, moderation plays a crucial role in long-term wellness without diminishing life’s pleasures.
Sherry wines, with their remarkable intensity, complexity, and depth of flavor, are an ideal companion to the No/Low Alcohol Movement. Unlike many lighter wines that require generous pours to fully express their character, sherry’s concentration allows it to shine in smaller quantities, making every sip a nuanced experience. Whether it’s the crisp salinity of a Fino, the nutty richness of an Oloroso, or the velvety sweetness of a Pedro Ximénez, sherry delivers satisfaction without excess. This unique quality aligns beautifully with the philosophy of mindful drinking—where balance, flavor, and pleasure coexist seamlessly. For more on our Less Is More philosophy in wine, read this article.
Whether you’re curious about a sober night out, exploring premium non-alcoholic spirits, or redefining your relationship with alcohol, the No/Low trend offers something for everyone—an invitation to savor the experience, not just the buzz.
LOW-ABV COCKTAIL RECIPES WITH SHERRY – BY STEPHANIE RICE
For those looking to ease into mindful drinking, here are a few easy, super low-ABV cocktail recipes. Click on the image to view the cocktail:
Stephanie Rice is the founder of Better Bar, a low- and no-alcohol event bartending business in the U.S., creating zero-proof versions of classic cocktails. Contact Stephanie at info@betterbarsf.com for event inquiries.
Salud!
