---
title: Sober-curious yet? No and low alcohol gain momentum
description: Of people aged 18-34, 65% believes alcohol harms health, compared to just 37% of those 35-54. So it's time for brands to redefine social drinking.
---

[TrendWatching Daily | Trends & insights ](https://www.trendwatching.com/trends-and-insights)

# [Sober-curious yet? No and low alcohol gain momentum](https://www.trendwatching.com/trends-and-insights/sober-curious-yet-no-and-low-alcohol-gain-momentum)

 Written by [Franziska Füsting](https://www.trendwatching.com/trends-and-insights/author/franziska-füsting) | Aug 23, 2024 5:37:00 AM

The global shift toward cutting back on alcohol is gaining momentum. In [Ireland](https://www.instagram.com/p/C-5ITSasc92/?img_index=1), the iconic Guinness pint is being swapped out, and in the [UK](https://fortune.com/2024/07/17/england-football-fans-euro-championship-alcohol-free-beer-sales/), football fans are reaching for nolo beers. Even Japan’s brewing giant, [Asahi](https://www.ft.com/content/5e5e2c85-cb08-4cdf-a33a-905c877037a9), predicts that by 2040, half of its sales will come from no and low alcohol drinks... 🍻

In the US, [Gallup](https://news.gallup.com/poll/648413/alcohol-consumption-increasingly-viewed-unhealthy.aspx) reveals that today’s young adults drink far less than their early 2000s counterparts. *Why?* 65% of people aged 18-34 believe alcohol harms health, compared to just 37% of those 35-54 and 39% of those 55+. It’s the biggest generational gap since 2001.

Health isn’t the only factor — rising alcohol prices are a boozekill, too 💸

Yet, the social side of drinking is deeply ingrained, and capable of transforming introverts into social butterflies for the night. So, as more people embrace 0.0%, it's time to reimagine the concept of social drinking. Early adopters? Munich, synonymous with beer, now has [Die Null](https://www.instagram.com/dienull_muc/), its first alcohol-free beer garden, while Athletic Brewing has become soccer club Arsenal’s first [Official Non-Alcoholic Beer Partner](https://www.arsenal.com/news/athletic-brewing-co-partner-arsenal).

[View full post](https://www.trendwatching.com/trends-and-insights/sober-curious-yet-no-and-low-alcohol-gain-momentum)

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