Less Booze, More Business: The LowNo Trend Explained

1 in 3 adults in the US now identifies as a 'mindful drinker'. The concept is simple: being intentional about how often, how much, and why you drink.

But for beverage, hospitality, and wellness brands, the shift is anything but simple—it’s a call to strategically reposition in a rapidly changing market.

[3-minute read]

Quick context 👇️ 

The “Curious Sober” movement is on the rise 🚀 drinkers consuming no-alcohol products doubled from 6% in 2023 to 13% in 2024 in the US.

Gen Z leads the LowNo alcohol trend 🥂 36% of Gen Z is cutting back on alcohol for mental health, and 34% are more likely to experiment with new beverages that support a sober-curious lifestyle—compared to only 17% of other adults in the US.

Health consciousness is reshaping nightlife 🪩 Bars, clubs, and restaurants with high quality, zero-proof cocktail menus are gaining clout from Bushwick, Broooklyn to Outer Sunset, San Francisco.

The New Science on Alcohol vs Health 🧪 

Turns out that red wine isn’t actually like exercise in a glass 🍷 😢 Back in 1991, a 60 Minutes episode popularized the idea that the French diet—including a daily glass of red wine—improved heart health, which spiked red wine sales by nearly 40% that year. This notion even inspired bigger claims like “A glass of red wine is the equivalent to an hour at the gym.”

The reality 👉️ any health benefits of alcohol have been debunked. A meta-analysis re-examined the data in over 107 studies and concluded that no amount of alcohol improves health:

• Research found that even one or two daily drinks (less for women) can shrink brain volume, a key sign of aging.

• Other studies link alcohol to higher risks of cancer and mortality, further challenging the “healthy drinking” myth and encouraging more people to reconsider drinking habits.

🍵 The Tea on Selling More When Consumers Drink Less 

Brands aren’t just riding the mindful drinking wave; they’re steering it. Tech, beverage, hospitality and wellness companies are aligning strategies around the LowNo trend by:

• Repositioning as sophisticated and inclusive ✨ LowNo beverages are being marketed as symbols of artistry, sophistication, and inclusivity—appealing to consumers’ desire for high-end, healthy options.

• Innovating health-conscious tech 🧑‍💻 Companies are focusing on developing products with clear functional benefits that align with tangential health trends like individual health data tracking.

• Targeting niche, wellness-driven communities🫸🫷Brands are tailoring messaging to align with specific demographics and health goals.

Hypothesis on how the market evolves 🔮

• More personalized health-tech tools 📱 As research advances on individual metabolism, expect more personalized insights into how alcohol uniquely impacts each person’s body.

• Alternative indulgences 🌿 As cannabis and CBD products gain popularity alongside loosening regulation, more consumers may embrace "California sober" lifestyles.

• Shifting social scenes 👯 Bars and hospitality venues will likely diversify offerings and revenue streams, focusing less on alcohol sales and more on inclusive experiences around LowNo options and wellness-inspired menus.

Key takeaway 🔑 People want more control over their health, and top brands are winning by aligning their values with niche demographics—resonating with consumers' desire for personal empowerment.

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-Clara