The Rise of Non-Alchoholic Mixology

by Rafael Barrios

Once upon a time, alcohol-forward drinks ruled the culinary industry. High-profile restaurants had a signature cocktail menu and bartenders, who were more like alchemists, creating innovative cocktails that dazzled the palate and the senses. It was an exciting time, full of creativity and experimentation. But then, something started to change in 2018 when alcohol wasn’t as cool anymore. More and more people, specifically millennials and gen-Xers, have begun to question the role of alcohol in society and the negative impact it can have on our health and well-being. Fast forward to 2023, and gone are the days. Recently, there has been a rise in the sober curious movement and exploration into non-ABV, as noted by Ruby Warrington, who published “Sober Curious.” The movement snowballed because many people wanted to go out at night to have a good time but wanted to do so without alcohol. There are many reasons why someone would want to abstain from drinking alcohol when going out for a social event. In New York City, this movement gave birth to a new culinary entrepreneurship. Sober curious pop-ups began to appear in New York City, offering unique and delicious mocktails that satisfied the cravings of those who didn’t want to drink alcohol, like Club Curious, mentioned in The New York Times. Club Curious is located in Williamsburg and is Curious Elixirs storefront where they sell non-alcoholic bottled cocktails and house-made focaccia bread. They also have live entertainment like magic tricks and improvised music set by the owner and other staff for their customers to enjoy while they socialize and enjoy their night. The people behind these pop-ups were often former bartenders or mixologists who had honed their craft over years of creating alcoholic drinks. According to The Salon Host Douglas Watters, who wanted to cut his alcohol intake for his health in 2020, which later led him to create his business, “the research on alcohol and longevity increasingly shows that those two interests are at odds with one another. Making really good ‘no and low’ ABV cocktails allows me to enjoy the ritual and the social aspects of cocktails without negative impacts on my health.” Because New York City is a place full of innovation and expression, it would be beneficial to shift towards hosting social events at home or in public spaces, where non-alcoholic beverages can be enjoyed since it doesn’t stop you from having a spontaneous and wild nightlife that would be memorable. This is because drinking at a bar typically results in unconscious consumption, where an individual would be drinking without any thought, which can, unfortunately, lead to binge drinking. Additionally, sipping mocktails in this setting allows for a greater appreciation of mixologists’ craft, as individuals are more likely to remember the taste and value of the artistry involved. Starting an alcohol-free business in a city like New York is challenging, especially when most restaurant workers have a drinking culture in their environment. Many hospitality workers have consumed alcohol while or before working, which has made it an acceptable social norm because many workers agree it helps them feel relaxed and share a common experience that has caused them to drink and promote the positive attitude of doing so even though they know they aren’t allowed to. But these entrepreneurs saw a gap in the market and seized the opportunity. They could tap into a growing trend and offer something many people wanted but couldn’t find in traditional bars and restaurants. As the popularity of sober curious culture continues to grow, so does the demand for alcohol-free options in the culinary industry. Entrepreneurship is about finding and seizing opportunities, even in saturated or resistant industries. Creative and adaptable entrepreneurs can create new niches in established markets, proving that innovation is always possible.