Dry January. Sober-curious. Mocktails. These terms all came into fashion over the course of the pandemic, as problem drinking and mental health issues surged and people sought ways to become more conscious of their health and wellness, which included limiting or abstaining from alcohol. As someone who has been clean and sober for more than 16 years in a world that has always seemed preoccupied with drinking, I am cautiously optimistic of this new trend. For eons, beverage options for non-drinkers were limited to soda, water, coffee or tea. Maybe there will finally be more and better alcohol alternatives on cruises, tours and restaurants for folks like us who prefer not to imbibe. Instead of always being relegated to nursing a watery Diet Coke while everyone else on a sunset catamaran cruise is sampling flights of wine, sober travelers like us will have an array of flavorful, interesting, non-alcoholic libations to enjoy.
So who is hopping on the zero-proof bandwagon? What kind of products are out there and who is serving them? Is this just a fad or does it have staying power? And if someone is in recovery or has a problem with alcohol, are these beverages safe to drink? Read on to find out!
Zero-Proof Drinks: A Global Movement
At the end of 2022, Forbes reported that the nonalcoholic beverage industry had reached $11 billion in worldwide sales, up from $8 billion in 2018, reflecting the recent trend of more conscious drinking and temporary or permanent abstinence. Industry experts expect this number to grow through 2026.
We’ve come a long way from O’Douls, in terms of the quality and variety of alcohol-free drink options. Nielsen IQ noted that between mid-July of 2021 and 2022, “72 new non-alcoholic drink SKUs were introduced to the US market: 37 were non-alcoholic beer, 17 non-alcoholic wine, and 18 non-alcoholic spirits.” Beverages and brands run the gamut from zero-proof spirits like Ritual and Seed Lip, to non-alcoholic wine, beer, and champagne, to mocktails such as Virgin Mojitos and Cuddle on the Beach.
Due to the growing demand for low and no-alcohol beverage options, bars, bottle shops and even cruises are jumping into the fray. According to a January Forbes article, there are more than 50 zero-proof bottle shops around the country, up from only a handful a few years ago. Alcohol-free bars and speak-easys have popped up in cities like New York and Chicago. Travel and Leisure recently reported that eight cruise lines now offer packages and/or menus for non-drinkers, including Celebrity Cruises, Princess Cruises and MSC Cruises. For example, Celebrity offers a zero-proof package for $30 per day (plus 20% service charge) that includes fresh juices, frozen smoothies, and specialty coffees and teas. Compare this to their traditional drink package at nearly $90 per day.
While this progress is exciting for non-drinkers, there are some caveats. The agency IWSR, which tracks trends in the global beverage industry, finds that most consumers like to switch between alcohol and non (or low) — 78% of millenials who buy no- or low-alcohol products also drink standard alcohol. Abstainers account for 18% of no- and low-alcohol consumers in that age bracket. So the industry will continue to serve the drinking sector, which brings with it some issues for those who are trying to maintain sobriety.
Can I have zero-proof drinks if I am in recovery?
Since most consumers of non-alcoholic beverages are regular drinkers who are not in recovery, the zero-proof industry primarily caters to those consumers. People with a history of substance abuse must proceed with caution, because up until this point there hasn’t been much widely-accepted guidance in navigating this space. If you are a “normal” drinker, everything is fair game. However, a recovering addict or alcoholic will need to deliberate a little more before venturing into the zero-proof world.
Mark Sigmund, an addictions counselor in Philadelphia with more than 20 years’ experience working in substance abuse treatment programs, said that people in recovery, “Should be armed with all of the information before making a decision to drink these beverages.” Some things to consider:
- Read Labels. People with the disease of alcoholism or addiction should treat it like an allergy. Despite the name, zero-proof and non-alcoholic beverages often have some alcohol in them. If a recovering person imbibes even trace amounts of alcohol, it could set off a craving. “If they haven’t used alcohol in a long time, they have no tolerance, so even a little bit of alcohol can affect them. I’ve seen some people drink O’Doul’s and not relapse, but is it really worth taking the risk of going back to full-blown alcoholism?” asks Sigmund.
- Identify triggers. The party scene or bar environment itself could be triggering for an alcoholic, as well as drinking beverages that taste similar to the boozy drinks they used to consume. This is particularly true for people in early recovery. “Frequent exposure to risk increases the chance of relapse,” Sigmund said.
- Protect your recovery. Big business is concerned with making money, not ensuring that individuals in recovery don’t relapse. Many of these new products are unregulated, such as Kava (made from the same plant as the drug Kratom) or drinks that include CBD. They tout their health benefits, but can be dangerous for people who have struggled with substance abuse. There’s also the chance that the bartender might put “real” alcohol in your mocktail by mistake.
Overall, however, Sigmund is encouraged with the trend towards more conscious drinking habits. “This movement could help reduce the stigma of being a non-drinker, and show people who are struggling with substance abuse or who are new to recovery that it’s not so bad to be sober. People who don’t drink alcohol might be more accepted in society,” he said.
As a person in long-term recovery, I am excited to try new drink options but will continue to guard my sobriety. I’ve always possessed a heightened awareness of ingredients in food and drink I consume and I ask a lot of questions, especially when traveling. Many cultures don’t think twice about handing you some exotic drink with alcohol in it, so I always do a smell test. I won’t imbibe any of these new zero-proof wines, beer or spirits, since they do still contain alcohol. However, I might partake in some fruity drink concoctions that bars, hotels and cruises are now offering up. A Mango Mule sounds much more interesting than my usual sad diet soda.
Looking for ways to have fun on vacation without drinking? Check out our Sober Travel Advice page!
The Temperate Traveler 