Kickstart your health journey with Sober October, a perfect time to explore alcohol-free travel and embrace the growing trend of creative, nonalcoholic experiences. Millions of people worldwide start their year with a focus on health by participating in ‘Dry January,’ avoiding alcohol entirely for a month. But if resisting those winter drinks proved too tough, autumn offers another opportunity. Sober October has just begun, providing a chance to enjoy a refreshing, alcohol-free trip this season.
The shift towards alcohol-free living is more than just a fleeting fad. According to Gallup, only 38% of young adults consume alcohol regularly. While baby boomers have slightly increased their drinking habits, millennials are trending away from alcohol, with only 42% reporting regular drinking. Gen Z leads the charge, with just 21% consuming alcohol regularly. This younger generation is driving a fundamental change in how we approach socializing and enjoying ourselves.
Hotels.com predicts that ‘dry tripping’ will emerge as a major travel trend in 2024 and beyond. This trend encourages travelers to skip alcohol-centric activities, like pub crawls, and opt for accommodations and restaurants offering creative nonalcoholic beverages. Travelers who abstain from alcohol are now finding more than just water or soft drinks. Expedia Group’s research shows that 50% of travelers would be interested in staying at hotels providing alcohol-free options, such as mocktails or nonalcoholic beers.
This global shift towards alcohol-free beverages is gaining serious momentum, with no signs of slowing down. A recent IWSR Drinks Market Analysis estimates that the global non and low-alcohol beverage market is valued at over €10 billion. Expedia’s findings reveal that one in four travelers reduce alcohol consumption on vacation to maintain better control and enhance emotional and physical well-being.
Germany, known for its beer, is surprisingly leading the way in crafting nonalcoholic alternatives, including beers, wines, and spirits. Germany now holds the title as the world’s largest producer of nonalcoholic beverages. Rouven Richter, co-owner of BOAR Distillery, shares how he and his partners created BOAR Zero, a nonalcoholic beverage, to provide expectant mothers with an alcohol-free option. BOAR Zero is fully distilled and free from preservatives or artificial additives. German breweries like Alpirsbacher Klosterbraeu are also capitalizing on this trend, exporting nonalcoholic beer to over a dozen countries.
While these products currently represent a small percentage of total sales, their demand is growing rapidly worldwide. As the market continues to expand, new product lines will emerge, fueling the sober tourism movement, with Gen Z at the forefront of this healthier, alcohol-free lifestyle shift.
