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Sober Sophistication in neon sign

Sober Sophistication

Wellness Meets the No/Low Revolution

Originally a month-long challenge to counter holiday indulgence, Dry January has evolved into a global lifestyle trend, growing in popularity each year. Spurred by the pandemic, which heightened awareness of health and wellbeing while driving alcohol consumption to record levels, many are.

While Gen-Z initially spearheaded the movement, distancing themselves from alcoholic products and occasions, global statistics are showing that millennials and those of higher income are catching on, driving a new surge of flexi-drinkers and wellness seekers into premium.

French Bloom packaging hero shot

“41% of drinkers in

the US choose no/low

alcohol options due to

health and wellness

reasons”

Seeing the growing success of the category many major players in alcohol are jumping in on the trend, offering no/lo alternatives of their core product — but with a growing focus on No/low’s health benefit, emergent brands are the ones truly changing the game, being aesthetically inspired by natural wellness with innovations that offer indulgent and inclusive occasions of traditional drinking experiences, without the repercussions of a next day hang.

Ritual Rum Alternative packaging hero shot
Its Gold Corona Olympic Games partnership advert

LVMH is one of the premium brands pushing forward in this trend, buying a minority stake in French Bloom, a luxury No/Lo sparkling wine founded by two friends who were driven by a quest for wellbeing, and wanting more choices in sobriety, so worked to make it a reality.

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Within this space inclusion, experience and choice are key to succeed, opening space for brands like House of Clarity a premium No/lo retailer to succeed, through providing the luxury of choice to consumers looking for uncompromising experiences. Lastly The Ivy is another brand moving with this trend, offering a No/Lo wine list to their diners and building inclusion to their dining experience.

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