Millennials have shepherded in a new cultural view of drinking, or “not drinking,” as the case seems to be. These 20- and 30-somethings are consuming less and differently-inebriating beverages than previous generations, and as a result, here’s a whole new cultural view toward abstaining from alcohol.
For example, Daybreaker is an event series of A.M. parties that help you start your day, “with energy and intention.” It’s the polar opposite of a rave, where drugs fuel nighttime partying and zoning out. The main event is a 2-hour morning dance party that replaces a trip to the gym. The first one in January ‘19 is on the 57th floor of Philadelphia’s One Liberty Observation deck. People are urged to “bring to the dance floor every resolution we want for ourselves, and dance …with conviction and the support of thousand. There’s “No alcohol served. Ever.”
Ruby Warrington is co-host of Club SÖDA NYC (Sober Or Debating Abstinence). It’s for people who “love how good life feels when you don’t drink, (who) want to connect with other people who’ve discovered this too…experience getting crazy high on your own supply!” Her book “Sober Curious” launched in December 2018.
This trend has also spurred beverage innovation to give the people what they want: no, low, and different types of inebriating buzz. Because bars don’t want to lose out on the trend, they’ve had to adapt. That means offering low and no alcohol drinks, with many bars and restaurants devoting a drink list to “0% ABV” beverages, such as Heineken’s “0.0” beer, and cocktails made from non-alcoholic spirit “Seedlip” and its inevitable followers.
As Big Beer brands have seen volume shift to smaller players, the acquisition of small breweries began. Today, some craft breweries aren’t even making traditional alcoholic beer. There’s Athletic Brewing, making non-alcoholic ale, IPA, and stout without the buzz; Wellbeing Brewing, claiming they’re “solely dedicated to non-alcoholic craft beer”; and Bravus, claiming they were “North America’s first non-alcoholic craft beer brewery.” Heineken’s Northern California craft brand Lagunitas is already one step ahead of the New Head Buzz trend with “HiFiHops,” a bottled non-alcoholic beverage “made using everything Lagunitas knows about hops and cannabis.” The founder of Blue Moon’s new Ceria Brewing Co. is also following this strategy of offering completely alcohol-free beers, yet keeping the buzz. Booze is simply replaced with a different, cannabis THC-driven high.
But Millennials are quick to point out that “no alcohol” doesn’t mean they’re not into catching a buzz. It’s just that the buzz may come from within. It’s about being present and mindful. This may happen at yoga, with a mindfulness app, or workplace sponsored meditation. Namaste.
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