Young Adults Embrace Sober Curious Movement

0:00On March 20, nearly half of young adults now choose low or non-alcoholic drinks, a number that has almost doubled since 2018. This shift ties into the sober, curious movement, where social media influencers highlight the perks of skipping alcohol altogether. Excessive drinking used to mark the start of adulthood for many, but attitudes have flipped as more people prioritize clear-headed living. Pub's face tough times already, and they must rethink menus and events to draw in this drier crowd. Just like sober, curious, advocate Millie Gooch and hospitality leader Kate Nichols offer smart ways forward for the industry.