Sober curious is acultural movement andlifestyle of practicing none or limitedalcohol consumption that started spreading in the late 2010s, in particular among people from themillennials generation,[1][failed verification] and was coined by Ruby Warrington in her 2019 bookSober Curious. It differs fromtraditional abstinence in that it is not founded onasceticism, religious condemnation of alcohol or previousalcohol abuse, but motivated by a curiosity of a sober lifestyle. Markets have reacted by offering a wider selection ofnon-alcoholic beverages.[2]
[Being sober curious] means, literally, to choose to question, or get curious about, every impulse, invitation, and expectation to drink, versus mindlessly going along with the dominant drinking culture.
Sober curiosity is often defined as having the option to question or change one's drinking habits, for mental or physical health reasons.[3] It may be practised in many ways, ranging fromcomplete abstinence to thinking more about when and how much one actually wants to drink.[4]
According to Kristine Goddiksen, a Danish opinion columnist on KForum writing on the so-called “sober curious” phenomenon, the fear of being different and being rejected by one's friends is one of the reasons why people drink. If you say no to alcohol, you risk beingsober shamed,[4] i.e. labeled as boring, antisocial or restrained, or people may think you are either pregnant, religious or an ex-alcoholic. Goddiksen believes alcohol can be seen as a symbol of theweekend, freedom, and celebration, and the belief may be widespread that alcohol is the only way to loosen up. Goddiksen explains that, in the mindset of certain teetotalers or “sober curious” individuals, if one only feels alive and happy when drinkingalcohol, and one's life is centered about when it is the weekend or when one can drink again, that person's life apparently tends to become “paltry” and “artificial”, in the estimation of or according to “sober curious” people.[2]
According to Ida Fabricius Bruun, CEO of the DanishNGO Alkohol & Samfund, parents play an important role in showing their children that socializing is quite possible without drinking alcohol.[4]
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Since the onset of theCOVID-19 pandemic, more people in Europe have reduced their alcohol consumption.[5]
Almost 20% ofDanes drink more alcohol than the limit recommended by theDanish Health Authority, while year after year, Danish teenagers hold the European record of alcohol intake. Every summer, when first year students start college, Danish media bring stories of how the introductory social activities challenge students, who do not like to be drunk.[2] However, between 2010 and 2023, the sale of non-alcoholic beer in Denmark was six-doubled, while lately the sale of non-alcoholic wine and spirits has also risen. By early 2023, non-alcoholic beverages have a Danish market share of about 4%.[4]
At the 2023Roskilde Festival, known for itsbinge drinking among young people, an increased interest among festival guests in staying sober led the organisers to provide a wider selection of non-alcoholic beverages, especially beer, and display messages of 'Drink responsibly' and 'Enjoy the music' on big screens and banners.[6]
InJapanese business life, drinking alcohol with colleagues after work is considered standard and difficult to refuse. This has led to some non-drinking colleagues having a disadvantage, in particular regarding promotions. The Japanese sober curious movement experienced increased prominence when in 2020 non-drinkingYoshihide Suga was appointed prime minister.[7]
In comparison to their parents, moreAmerican millennials seem more concerned with maintaining their health, e.g. through physical activity and limited alcohol intake, yet believe that a healthier relationship with alcohol doesn't require them to give up drinking entirely. Moreover,cannabis seems to some degree to replace alcohol: A 2017 study found that in US counties with legalized medicinal cannabis, alcohol sales dropped more than 12% when compared with similar counties without cannabis.[1]
