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Over a two-day Mindful Drinking Festival in London in 2019, about 10,000 people passed through an old brewery. They were almost a perfect cross section of society: old and young, women and men, from all walks of life. At the many booths, packed side to side, they sampled beers, wines and spirits-and not a single person would get even a little drunk. The event, put on by Club Soda U.K., a social business aimed at helping people drink more mindfully, featured the best non-alcoholic drinks from around the world. One of these attendees was a Canadian named Bob Huitema, who travelled to the United Kingdom to do market research for a new line of non-alcoholic spirits he’d gotten the idea for two years earlier. Huitema, who worked in the food and beverage industry in Toronto, wanted to enjoy cocktails without booze but found the options at home lacking. While there was high-quality non-alcoholic craft beer, like Partake Brewing, there were almost no options in the spirits category in Canada at the time.
As Huitema wandered around the festival grounds, Sales he started chatting with attendees about why they wanted to cut back on booze. Were they all struggling with alcohol use disorder? No-most said they were simply interested in improving their health by moderating drinking. For Huitema, it was an "aha" moment-people needed viable alternatives to alcohol if they were going to choose to drink less, or give it up altogether. Later that year, he launched Sobrii 0-Spirits, a line of non-alcoholic and sugar-free gin and tequila distilled in small batches in Stratford, Ont. 16.99 a bottle. Sobrii produced Canada’s first distilled non-alcoholic gin. Sobrii’s launch is part of a much larger shift towards mindful drinking. Studies have found that younger people drink far less than their parents’ generation. Binge drinking has lost its lustre, and millennials and Gen Z are more aware of the negative health effects of alcohol thanks in part to a 2018 Lancet study that found no amount of alcohol is good for the body. This post was writt en by GSA C ontent Genera to r DEMO.
A Statistics Canada survey found that about 22 per cent people cut back on drinking during the pandemic. And while in recent years women’s alcohol consumption has caught pace with men’s, many are reconsidering their relationship with drinking. And not everyone giving up liquor is doing so because of alcohol use disorder or problem drinking. Some consider themselves "sober-curious"-a term credited to U.K.-born New York based-writer Ruby Warrington to describe more mindful alcohol consumption that may lead to abstinence. In 2018, she published her book Sober Curious, which looks at why it’s helpful to reevaluate our societal relationship with alcohol. Warrington told the New York Times in 2019 that while she didn’t feel great about waking up with horrible hangovers, programs like Alcoholic Anonymous weren’t a fit for her personally because she did not view herself as an alcoholic. "It just felt to me like there was a huge gray area, and a much wider acknowledgment now of the different categories of problem drinking," she said.
Warrington was onto something. The last several years have seen an explosion of support programs, apps, classes, books and beverages aimed at people who want to drink less across the globe. In the U.K., where the sober curious movement is strong, Club Soda started as a Facebook sobriety support group-it now has over 70,000 members. Aside from its annual festival, people can take courses on how to drink mindfully for £40, or learn how to give up alcohol. Sober Girl Society also organizes booze-free events across the U.K. Instagram community. In the U.S., Warrington hosts sober curious events and tickets to her retreat in upstate New York start at US$345. Online American retailer A Fresh Sip sells popular non-alcoholic beverages in one spot, and posts regular Instagram content around how to live a sober lifestyle. The American writer Holly Whitaker is also seeing the business opportunities with sobriety. In 2019, she published the book Quit Like a Woman-which became a pandemic favourite after Chrissy Teigen said it inspired her to quit drinking during Covid-about how she wanted to change her drinking habits but chafed at the culture of Alcoholics Anonymous.