Understanding the growing number of consumers who alternate between alcoholic and non-alcoholic beverages
Summer has long been synonymous with beer gardens, patio gatherings, backyard barbecues and outdoor festivals. But today’s consumers are approaching these occasions differently. Increasingly, they are embracing moderation – not necessarily eliminating alcohol altogether, but choosing when, how and how much they drink.
For beverage brands and breweries, understanding the sober-curious consumer has become an important part of long-term growth strategy.
The rise of moderation
The sober-curious movement is often misunderstood as an anti-alcohol trend. In reality, many consumers still enjoy alcoholic beverages but are seeking greater flexibility. They may alternate between alcoholic and non-alcoholic beverages throughout an evening, limit alcohol consumption during certain activities or choose alternatives that better align with wellness goals.
This behavior, often referred to as “zebra striping,” is becoming increasingly common among Millennials and Gen Z consumers.
Research from the International Food Information Council (IFIC) shows that wellness and mindful consumption continue to influence purchasing decisions across food and beverage categories.
Why summer creates unique opportunities
Summer occasions are particularly well suited for beverage variety. Consumers attending concerts, festivals, sporting events, beach outings and backyard gatherings may want hydration, refreshment or social engagement without consuming alcohol throughout the entire occasion.
As a result, many are actively seeking alternatives such as:
- Non-alcoholic beer
- Hop waters
- Functional sparkling drinks
- Energy alternatives
- Hemp-derived cannabinoid beverages where legal
For breweries and beverage manufacturers, these products can complement – not compete with – traditional beer offerings.
Building menus for mixed preferences
Today’s consumers often socialize in groups where drinking habits vary widely. Some guests may order multiple craft beers, while others may choose a mix of alcoholic and alcohol-free options.
Forward-thinking breweries are responding by expanding beverage menus to include products that serve multiple consumer needs and occasions.
According to the Brewers Association, non-alcohol and alternative beverage categories continue to create new opportunities for breweries seeking growth and diversification. Learn more at
Product innovation matters
Successfully serving sober-curious consumers requires more than simply removing alcohol. Today’s consumers expect products that deliver exceptional flavor, premium branding and memorable experiences.
Functional beverages featuring botanicals, adaptogens, nootropics or hemp-derived ingredients are creating entirely new beverage occasions while helping brands attract younger consumers seeking something different.
Technologies such as Volunteer Botanicals‘ Rapidose™ platform allow beverage developers to create highly bioavailable functional beverages with consistent, predictable consumer experiences.
More choice equals more opportunity
The sober-curious movement isn’t reducing beverage opportunities – it’s expanding them.
Brands that embrace a broader beverage strategy can engage more consumers, increase purchase occasions and create experiences that reflect how people socialize today. For breweries and beverage companies alike, winning the sober-curious consumer may be one of the most important growth opportunities of the summer season.