Why Are Alcoholic Companies Focusing on Sober-Curious Consumers?

Seedlip branding at Diageo 7HQ, London

Cultural movements are impacting marketing more than ever before. Dry January is a campaign that has gained worldwide traction in which millions of people give up alcohol for the entire month of January. For alcoholic beverage companies this could prove to signify a sharp drop in sales, however, drink brands are reacting to attract the new sober-curious consumers. Dry January and similar cultural events provide the ultimate opportunity for brands to convince consumers to purchase their low- and non-alcoholic products all year round.

The rise of health and wellness, and consequently mindful drinking is an increasing trend globally. As a result, alcohol companies have experimented with low- and no-alcohol products to address the cultural shift between young people and alcohol culminating in a sober future.

Diageo bought a majority shareholding in Seedlip, the world’s first distilled non-alcoholic spirit, to change the way in which the world drinks. Seedlip offers a sophisticated alcohol-free alternative and can be served with tonics or in non-alcoholic cocktails. Since Diageo’s investment into Seedlip, the low-­ and no­-abv category has grown exponentially. Placing the consumer at the center of the brand along with the ability to cater to people’s changing needs has and will continue to reshape the future of the alcohol industry. The popularity of health and sobriety are undeniable and it is a trend that is not going anywhere soon!