“Who doesn’t drink?” A question I asked myself a few years ago when asked to work on a non-alcoholic brand for a new client. Coming from someone who has grown up in a culture where alcohol is always involved in dinners, birthdays, and special events – it seemed like the only people who would cut out alcohol are one who have a problem. In recent years, a quiet yet significant shift has taken place in our drinking culture. Alcohol consumption rised significantly during the pandemic as people were coping with the new norms, which then led to a yo-yo effect of people realizing “woah, I really need to get back on my health kick.” As champagne bubbles continue to float at celebrations and beer cans are popped open at weekend BBQs, an increasing number of individuals are choosing to abstain from alcohol entirely or moderate their consumption. But who are these individuals? Let’s dive into some surprising facts about those opting for a non-alcoholic lifestyle and the reasons behind their choices.

 

Contrary to popular belief, it's not just a particular age group or demographic that's choosing to live alcohol-free. From millennials and Gen Z who prioritize health and wellness to older generations who are re-evaluating their relationship with alcohol, this trend spans across various age groups. Gauging from people I’ve spoken to personally – many people have felt drinking was just a part of certain events in their life and have chosen to set their own limits for what works best for them.

“I quit drinking for 3-months but I’ll definitely be celebrating my birthday with some champagne.”

“I don’t drink much but I wouldn’t say I’m ‘sober’ I might have 1-2 drinks per month if that, but I don’t feel like it’s something I need to cut off completely.” 

“I went sober 6 years ago and I’ll never look back. Once I started noticing a difference in my skin and my mood, I realized how much it was effecting me.” 

“I don’t drink often but when I do, I go out and have a night. Probably 10-20 drinks in a session and just get sloshed and then I’ve got it out of my system for the month. Brutal hangover though and usually last 3 days. I think I’m getting old.”

“I stopped drinking because it just wasn’t doing anything for me anymore, I still like to go out and be social but I’ll usually have a soda water with lime and fake it, then be home by 10pm it’s great and I never get hungover.”

 

The whole point of this research was to force people to re-asses their relationship with alcohol and actually figure out what works best for them. When the idea of a low sugar premium cocktail mixer was mentioned, 8/10 people say they would love to have something that tastes good and control if they want to have a single, double or virgin cocktail.

 

A growing list of celebrities, including Bradley Cooper, Jennifer Lopez, Blake Lively, and Katy Perry have publicly spoken about their choice to eliminate or reduce alcohol from their lives. Their reasons vary from personal health and well-being to setting a positive example for their fans. So many people are influenced by public figures as social media increasingly becomes a news and marketing platform for products and trends. We have definitely noticed celebrity endorsements significantly change consumer choice which is why we are working on choosing a special brand advocate for CHASE…

 

The wellness movement, which emphasizes holistic health, has played a significant role in this shift. More individuals are becoming aware of the long-term health risks associated with excessive alcohol consumption, such as liver diseases, cardiovascular issues, and potential cognitive impairments. Not everyone is going fully alcohol-free. Many are adopting a 'mindful drinking' approach, where they remain conscious of the quantity and frequency of their alcohol consumption. This moderate approach allows individuals to enjoy social occasions without overindulging.

 

Apart from physical health, many are realizing the benefits of reduced alcohol consumption on their mental health. Alcohol can increase feelings of anxiety, depression, and disrupt sleep patterns. For some, reducing or abstaining from alcohol means better mental clarity and emotional stability. Did you know that half (50%) of adults ages 18-24 reported anxiety and depression symptoms in 2023, compared to about a third of adults overall? That’s a large percentage. Although you can’t always control what life throws your way, you can control what you choose to consume and how it affects your mood. CHASE Mojito has electrolytes, specifically made to help prevent hangovers if you are choosing to drink!

 

The changing landscape of alcohol consumption is a testament to a broader societal shift towards health, well-being, and conscious choices. It challenges the age-old norms and opens up a dialogue about the role of alcohol in our lives. Whether you choose to drink or not, you can always pick better choices for you and what works with your body. CHASE was developed with this concept in mind…

 

When developing our Margarita chaser, we discussed in detail how Margarita’s are one of the most popular cocktails, but they call for simple syrup which leads to too much sugar consumption and worse hangovers. Being served with Tequila, we chose to pair it with caffeine as tequila is an “upper” and people who like tequila tend to like an energy boost. The great thing about our Margarita chaser is that it can be enjoyed on its own without the tequila and still allows you to “keep up with the party” at 100mg of caffeine per can.

When developing our new Mojito chaser, we had launched a previous non-alcoholic Mojito which was liked, but was missing something. We completely reformulated the recipe to give a fresh hit of mint and lime and paired it with an electrolyte blend, for those who don’t want the caffeine boost, they can enjoy the benefits of feeling hydrated and refreshed. The Mojito was designed to be paired with Rum or drank on its own.

Finally, to answer the question “Who Doesn’t Drink?” the answer is: nobody. Everybody drinks something, alcoholic or not, it’s just what, when, and how much that seems vary…

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