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Sober Curious
The interests, motivations and behaviors of people drinking less, and what they're drinking instead.
Predicted daily impressions
Sentiment
Last 30 days
What the model sees Live
Built to understand the sober-curious moment from inside the beer aisle: the light beers and seltzers people are stepping down through, the functional drinks they're stepping up to, and who is doing it for health, faith or a generation's habits.
Stands outCoreRelated↑Trending
What stands out
- Hard seltzer, light beer, Miller Lite, Coors Light
Cutting back starts inside the beer category. The audience is moving down the ABV ladder before moving off it — which is why every major brewer has an NA line.
- Kombucha, kefir, La Croix, ginger ale, agua fresca
The replacement isn't one product. Functional, fizzy and fresh drinks share the audience, and grocery is the battleground, not the bar.
- Temperance bars, homebrewing
Two ends of the same curiosity: people who want the ritual of a bar without alcohol, and people making their own low-ABV at home.
- Millennials, halal, health effects of alcohol
The motivations are plural — generation, faith and health. The tone that works for one won't work for the others.
Skews women, 25 to 44, college-educated — strongest in Kansas, Minnesota, Colorado, Maine and Wisconsin.
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Sober Curious is the starting point. Change anything, then build it under a free account.
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Optional. Name what the audience should also pick up — products, behaviors, a region, a life stage.