Food & Beverage

How fast casuals can profit from 'Sober-Curious Movement'

Sip Fresh founder Sharon Arthofer reveals that creating alcohol-free beverages featuring fresh, bold flavors isn't enough to attract sober customers. It's also about providing the right experience

Photo: Sip Fresh

March 26, 2025 by Abby McLean — PR Associate, All Points Public Relations

Dry January came and went, but USA Today reports that 49% of Americans plan to drink less alcohol this year, highlighting the potential for a major consumer shift in the beverage space. Throughout my career in the limited-service sector, I have closely monitored evolving trends like this in the beverage industry. After recognizing an emerging shift towards lower alcohol consumption, I drew inspiration from this market evolution to shape the vision of Sip Fresh.

Guided by a passion for innovation, Sip Fresh came to fruition after viewing an interactive mixology experience, where bold flavors were mesmerizingly blended to create eye-catching, refreshing beverages. When developing the brand, I wanted to bring this art of mixology to on-the-go consumers, but in a manner that focused on non-alcoholic beverage options that the whole family could enjoy. Sip Fresh has become a breakthrough concept within the beverage industry, a brand vision that can be interpreted as a year-round approach to one of the biggest consumer trends, Dry January.

A couple of months ago, you likely saw the buzz around Dry January, a widely popular movement encouraging individuals to step back from alcohol consumption as we enter a new year. However, what may not be as widely highlighted is that this consumer trend and those similar to it, such as Sober October, have led to a growing interest in sober curiosity. The sober-curious movement refers to the process in which consumers either fully forgo alcohol or substantially reduce their intake of alcoholic products for an extended period of time.

While this industry trend continues to gain momentum, it is key for brands to explore various avenues in which they can innovate their offerings and customer experiences to maintain pace with consumer behavior. Here are a few ways in which brands can do this:

Mocktails and Zero-proof beverages

As more consumers limit or eliminate their alcohol consumption, the demand for alcohol-free beverages continues to rise. With non-alcoholic beverage sales increasing by a substantial 27% in 2024, this signals a strong economic opportunity for brands to evolve their beverage offerings to better cater to this steadily expanding consumer base. However, this does not mean that brands have to stray away from the enhanced flavors and boldness of popular alcoholic drinks.

Brands can achieve this approach through offering mocktails and other alcohol-inspired, yet zero-proof, beverages. Highlighted in a 2024 study from Innova Market Insights, these particular drinks are an excellent way in which brands can capture the bold, fresh flavors of fan-favorite alcoholic beverages while providing an inclusive, non-alcoholic alternative. Expanding your menu to include thoughtfully curated mocktails and other alcohol-free beverages allows your brand to better serve this growing sober-curious consumer base and tap into new revenue opportunities.

Since our founding in 2017, Sip Fresh has welcomed this notion of creating elevated, alcohol-free beverages that still encapsulate fresh, bold flavors. For example, our Strawberry Mojito Sip blends fresh strawberries, fresh mint and crisp lime juice to capture the refreshing, fruity flavor of the beloved cocktail.

Creating Immersive, interactive guest experiences

Offering engaging, immersive experiences enables brands to captivate customers while also accounting for the growing sober-curious population. Restaurant and beverage brands can enhance their customer experience by incorporating interactive elements such as tableside presentations, customizable drinks and visually appealing food presentations. This approach allows guests to feel a part of a memorable experience while removing alcohol from the equation.

At Sip Fresh, we incorporate this process by combining the artistry and immersive nature of mixology with alcohol-free beverages. We handcraft unique, eye-catching drinks and provide an interactive guest experience by providing samples and mixing and matching our beverage flavors at the front of the store. Our catering services, which feature take-home party packs, also allow customers to bring our immersive elements to their events and create their own interactive experiences. Through replicating the creativity of traditional mixology, we provide a more inclusive avenue for those participating in an alcohol-free month, limiting their alcohol consumption, or simply looking for a mid-day pick-me-up.

Health-Conscious beverage choices

Understanding why consumers participate in the sober-curious movement is essential in developing enhanced offerings or innovating your brand. As a growing number of studies are correlating alcohol with various health concerns,Mintel found that nearly 40% of consumers do, or would, participate in the sober-curious movement for health benefits. So, not only is it beneficial to provide alcohol-free beverages, but it is also important to serve drinks that account for this health-conscious mindset.

A strategy that can help you tap into this trend is to utilize fresh, balanced ingredients in your offerings. In doing so, you allow your brand to better connect with the health-conscious portion of the sober-curious consumer base while also enhancing the appeal of your menu options. Sip Fresh has always prioritized a fresh fruit base to create our beverages, providing beverages that further align with those seeking healthier, fresher options.

Final thought

It's important to recognize that the interest in sober curiosity extends far beyond Dry January or Sober October. By identifying the growing popularity of the sober curious movement among consumers, brands can remain competitive as this industry shift continues to gain momentum.

About Abby McLean

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Sharon Arthofer is an esteemed retail executive and seasoned entrepreneur with a passion for franchising and business development in the food and beverage space. She brings more than 25 years of multi-unit experience as a franchisee for respected national brands like Wetzel’s Pretzels. She created Sip Fresh - a specialty beverage concept serving fresh fruit-based juices, smoothies and teas in a fun and engaging way. As the well-regarded CEO and founder of Sip Fresh, her dedication, expertise, and innovative approach continue to inspire and drive the brand's future endeavors.

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