The term ‘sober curious’ is a new buzzword (no pun intended) rattling social media, and it’s rather refreshing. Sure, Dry January, Sober October, and 75 Hard have been around for years, but this movement goes beyond just 31-75 days of sobriety. It’s a lifestyle change that manifests through a mindset shift rather than a challenge or necessity. And it typically doesn’t include the ‘reward’ of an ironic over-pour after it’s honored.
Perfectly named, sober curiosity isn’t about becoming sober sober or even California sober. It merely surfaced an awareness of how often people consume alcohol and sparked dialogue about whether they are even truly conscious of it.
Between after-work happy hours and the glass of wine…. or two at the family dinner table, consuming alcohol is a very routine and normalized practice. This begs the question, is the 21st century finding virtue in 20th-century movements? Either history repeats itself in different fonts, or a lousy hangover has lifted and taken the smokescreen with it.
Luckily, bars and brands have caught wind of this mass mindfulness. Restaurants are adding mocktail variations to their drink menus (the Cellar included ;)) while non-alcoholic beverage brands are popping up left and right. Non-alcoholic beers, clean spirits, and mocktails in a can have all been hitting the mainstream so everyone can enjoy the socialization of alcohol without the inflammation.