But how new is this latest desire for sobriety really? In actual fact, alcohol and alcohol abstinence have been at the forefront of social deliberations for quite a while. A major contributor in this regard was British author Ruby Warrington, who published her book Sober Curious in 2018, encouraging people to change their relationship with alcohol. In Warrington's view, there is absolutely no point in doing daily yoga sessions and drinking green smoothies if you then order one drink after the other at a bar in the evenings.
Her concept met with widespread approval. A movement was even formed, inspired by Warrington’s lifestyle book. Followers of the 'Sober Curious' movement in the USA questioned their own habits as well as social conventions and either quit drinking or cut down on their alcohol consumption. The movement then spilt over to Europe, where the new desire for sobriety is these days toasted with exotic, non-alcoholic drinks, especially in urban environments – and here flavour takes precedence over alcohol content.
Be it Liquid Evolution or Sober Curiosity, both trends are essentially about openness to and interest in new fluid creations that are far from traditional classic drinks. Drinks manufacturers are also responding to this – especially young, committed start-ups. The combination of creativity, a love of experimentation and the necessary product knowledge is resulting in non-alcoholic craft beers, cuvées made from mountain apple juice and hop lemonades. Long gone are the days of non-alcoholic drinks based only on water or tea, fruit juices or sugary lemonade.