As we head into party season, there’s something that’s been bugging me: the long-standing assumption that having a good time depends on alcohol.
Historically, the alcohol world has owned those “big night out” moments: the pre-drinks, the dancefloors, the post-party nightcaps. But in a world where the future of drinking is becoming more inclusive, there’s a definite shift happening.
The truth is, people still crave the same social energy, just without the hangover. Moderation has gone mainstream across every generation. Whether it’s Gen Z leading the charge or older consumers wanting to feel better the next day, attitudes are changing fast. Yet most non-alcoholic occasions are still framed as the quieter, functional choice for low-key or ‘dry’ moments. And that’s where we’re missing a trick. The real opportunity lies in making alcohol-free drinks the main event and owning those high-tempo, high-energy occasions that have traditionally been reserved for alcohol.
For years, non-alcoholic drinks have dominated brunch menus and wellness routines, but there’s a huge untapped space in those big, joyful, party-starting moments where people still want to feel included. Once upon a time, January was the bestselling month of the year for low & no. Now November and December are emerging as the stand-out stars. That says a lot about how drinking culture is evolving.
And what better time to prove it than party season? Why shouldn’t you raise a glass at 11pm, dance all night, and still feel great the next morning? Last December, I found myself doing exactly that – dancing until late, non-alcoholic cocktail in hand. Sure, I might’ve gone to bed earlier than someone who’d had five shots at the bar, but I was up bright and early the next morning and I remembered every moment.
The new wave of drinkers want flavour, fun, and connection, not a binary choice between drinking and not drinking. That’s a huge opportunity for brands that can show up with credibility and personality in those high-energy spaces, and still be there for the morning after. The brands that will thrive in this next era aren’t the ones preaching health and moderation, they’re the ones making it fun. The future of drinking culture isn’t less. It’s just different.
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