Sober Months are on the Rise… Along with Non-Alcoholic Beverage Options

A cultural shift towards seasonal or intermittent sobriety is gaining momentum, and not just during the better-known Dry January. According to Retail Brew, and our social media feeds, there’s another period on the calendar where people are embracing a sober lifestyle: Sober October—and we are right in the middle of it now. 

Sober October, affectionately known as “Ocsober,” is a month-long sobriety challenge that encourages individuals to abstain from alcohol. Its roots trace back to more than a decade ago where it was used as a fundraiser for a group educating youth about the dangers of alcohol. As the concept gained traction it expanded more into the general ethos, and is now observed by people around the world. 


AMC Dry January Banner


Rise of the Sober-Curious

But really the sobriety trend is extending beyond Dryuary and Ocsober—according to CNN, there is even now a Dry July! People are seeing that taking a month-long break from alcohol can have positive effects on physical health, result in better sleep, and pushes them toward discovery of healthier alternatives to fulfill their needs. And Retail Brew notes that the sober curious movement has gained considerable attention in recent years. Many people, for various reasons, are exploring life without alcohol. As a result, non-alcoholic beverage options have proliferated, catering to those who want to enjoy social gatherings, celebrations, and everyday life without the influence of alcohol.


Rise of Non-Alcoholic Beverage Sales

Amazon took non-alcoholic beverage sales data from June through August 2023 and compared it to the same period in the previous year.

  • Non-alcoholic beer unit sales were up 30%.
  • Non-alcoholic spirits unit sales were up 48%.
  • Non-alcoholic wine and champagne revenue unit sales were up 43%.

The growth of this category is clearly strong and is projected to continue growth into the future.


The Future of Non-Alcoholic Beverages

As consumers become increasingly health-conscious and prioritize well-being—and participate in sober months like Dry January and Sober October—the demand for non-alcoholic options will likely continue to surge. This trend underscores the importance of offering diverse choices in the beverage industry.

Stay tuned for our next consumer behavior study coming out soon on alcoholic and nonalcoholic beverage consumption and trends. Reach out to chat about how this shift might affect your brand and product offerings!